Abstract:The development of new energy vehicles has entered an important period of strategic opportunities. Text mining based on user comments can clarify consumer needs and grasp the advantages and disadvantages of products, so as to promote the benign development of the market.The online comment data of several automobile websites on new energy vehicles is aggregated, and in-depth mining based on the classification of emotional tendency is carried out . The results show that the overall emotional tendency of users towards new energy vehicles is positive;Users have high positive experience in the space comfort, appearance and driving experience of new energy vehicles, especially high recognition of their mobility, appearance and space, energy conservation and environmental protection. The negative experience is mainly reflected in endurance, comfort, interior workmanship and hardware facilities, especially in interior workmanship, power consumption and other aspects. Further LDA theme analysis shows that new energy vehicles have significant advantages in acceleration power, appearance, control, space, energy conservation and environmental protection, but their disadvantages in intelligent network connection, interior workmanship, charging infrastructure and other aspects are prominent. Based on this, targeted new energy vehicle production and marketing strategy optimization suggestions are proposed in order to effectively improve user experience and help the development of new energy vehicle industry.