The current battery thermal management (BTM) system integrating indirect heating and PCM cooling structures still suffers from relatively low heating efficiency and high energy consumption. In this work, we develop a BTM structure, which possesses both heating and cooling functionalities, by directly wrapping thin heating films around the cells inserted in a phase change material cooling module. Compared to the indirect heating structure, this novel direct contact structure allows direct heat transfer from the heating film to the batteries and thereby presents a more effective heating performance and lower energy consumption. For example, under the ambient temperature of 0 °C, the direct heating strategy with a heating power of 80 W delivers the shortest heating time of 78 s along with a temperature difference (ΔT) of 3.07 °C, thereby demonstrating the highest comprehensive evaluation factor of 0.645 and lowest energy consumption of 3.9%. Under the more severe ambient temperature of −20 °C, a heating time of 384 s with a ΔTof 3.77 °C can be achieved at a direct heating power of 60 W, suggesting the highest comprehensive evaluation factor of 0.503 and a lower energy consumption of 14.5%.