New energy vehicle industry is developing rapidly, and supply chain pricing strategy and after-sales service quality become the core competitiveness of enterprises. This paper constructs a new energy vehicle supply chain pricing and after-sales service model, and explores the supply chain pricing and profit distribution problems under different sales modes through multi-objective chaotic optimization algorithm. The study takes the manufacturer-led “1:n” type new energy vehicle supply chain as the object, analyzes the impact of three packages after-sales service on pricing and profit, and compares the effects of centralized decision-making and decentralized decision-making modes. The results show that the pricing range of the models in the centralized decision-making mode is 229,500-250,000 yuan, which is significantly lower than that of 254,600-280,000 yuan in the decentralized decision-making mode; the multi-objective chaotic optimization algorithm makes the total profit of the new energy vehicles reach 6,952,950,000 yuan, which is 432,820,000 yuan higher than that of the traditional chaotic optimization algorithm; and under the stable state of the market, the profit of the most profitable models stays stable at around 41,000,000 yuan. The study concludes that the profit distribution mechanism based on Shapley’s value method can achieve a multi-win situation in the supply chain; the intelligent algorithm optimization can effectively coordinate the relationship between manufacturers and dealers and improve the overall efficiency of the supply chain; new energy vehicle enterprises should implement the optimization of the supply chain decision-making from the three aspects of the upstream product technology, the middle reaches of the production and logistics, and the downstream marketing and branding.
