A message pushing method, applicable to a server, characterized in that the method comprises: obtaining basic data associated with a target vehicle, the basic data comprising at least vehicle and user data and driving environment data; recognizing a current scene of the target vehicle based on the obtained basic data; determining, according to an obtained scene recognition result, at least one service currently required by the target vehicle, and generating a service message of the at least one service; and pushing the generated service message to the target vehicle, wherein the recognizing a current scene of the target vehicle based on the obtained basic data comprises: distributing the obtained basic data to different scene engines, the scene engines each being configured to recognize a corresponding scene, and each corresponding to a pre-set data type; and recognizing, by the scene engines, different scenes as the scene recognition result; wherein the determining, according to an obtained scene recognition result, at least one service currently required by the target vehicle comprises: determining at least one scene having a service demand currently from the different scenes recognized by the scene engines; and determining at least one service matching the at least one scene according to a correspondence between scenes and services. obtaining basic data associated with a target vehicle, the basic data comprising at least vehicle and user data and driving environment data; recognizing a current scene of the target vehicle based on the obtained basic data; determining, according to an obtained scene recognition result, at least one service currently required by the target vehicle, and generating a service message of the at least one service; and pushing the generated service message to the target vehicle, wherein the recognizing a current scene of the target vehicle based on the obtained basic data comprises: distributing the obtained basic data to different scene engines, the scene engines each being configured to recognize a corresponding scene, and each corresponding to a pre-set data type; and recognizing, by the scene engines, different scenes as the scene recognition result; wherein the determining, according to an obtained scene recognition result, at least one service currently required by the target vehicle comprises: determining at least one scene having a service demand currently from the different scenes recognized by the scene engines; and determining at least one service matching the at least one scene according to a correspondence between scenes and services. distributing the obtained basic data to different scene engines, the scene engines each being configured to recognize a corresponding scene, and each corresponding to a pre-set data type; and recognizing, by the scene engines, different scenes as the scene recognition result; wherein the determining, according to an obtained scene recognition result, at least one service currently required by the target vehicle comprises: determining at least one scene having a service demand currently from the different scenes recognized by the scene engines; and determining at least one service matching the at least one scene according to a correspondence between scenes and services. determining at least one scene having a service demand currently from the different scenes recognized by the scene engines; and determining at least one service matching the at least one scene according to a correspondence between scenes and services.