In order to solve the problem of temperature control of lithium-ion battery (LB) in electric vehicles, a new battery thermal management system (BTMS) based on phase change material (PCM) coupled fractal fin (FF) was proposed. The effects of latent heat, thickness, and thermal conductivity of PCM (paraffin) on the thermal properties of BTMS were investigated. Subsequently, the fin structure was added to the BTMS to improve the heat transfer capacity, and the number of fins, aspect ratio, material and structure morphology were explored. The results show that when the latent heat of PCM is 200 kJ/kg, the thickness is 2 cm, and the thermal conductivity is 0.8 W/(m·K), the temperature of LB is 34.9 K lower than that of LB without the BTMS at 4C. In addition, the BTMS has the best performance when FF-II with a fin count of 5, aspect ratio of 7:1, and material of carbon steel are used. The temperatures of LB are 301.8 K, 303.9 K, 305.4 K, and 307.3 K at 1 to 4C, respectively, and the temperature difference in BTMS can be controlled within 2.5 K. This study provides some guidance for the optimization of BTMS.