Abstract: Based on the perspective of multiple institutional logic and enterprise heterogeneity, an analytical framework is constructed to explore the formation mechanism of enterprise technology innovation strategies, with GAC Group and BYD as research objects. Research has found that (1) institutional complexity and corporate heterogeneity lead to heterogeneity in the technological innovation strategies of new energy vehicle enterprises, resulting in differences in the effectiveness of technological innovation strategies. (2) Under similar complex environments, heterogeneity of enterprises leads to differences in response willingness, thereby affecting the innovation of enterprise technology innovation strategies. (3) In the long run, the technological innovation strategy of new energy vehicle enterprises has achieved similar results, and the technological innovation strategy of heterogeneous enterprises has achieved similar results. The research conclusion of this article helps to deepen the understanding of the mechanism of technological innovation strategy for new energy vehicle enterprises in China and provides beneficial practical inspiration for the government and enterprises to accelerate the advancement of new energy vehicle technology breakthroughs.