A Company-Through The Theory Of Consumption To Achieve The Auto Market Capitalization

At the beginning of the 21 st century, consumption capitalization theory has caused a great sensation in China. In theory, the consumer is buying goods of enterprise for consumption, while enterprises should put consumers’ purchasing behavior as to enterprises’ investment behavior and they should put a certain proportion of the profits back to customers during a certain period of time. The theory of consumption capitalization breaks the producers and consumers the contradictory unity of opposites with a new visual angle and model in philosophy. It makes the consumers from the end of the chain to the front which is the investor’s identity and it promotes organic combination of consumers and investors and to complete the change into investment capital consumption. It provides a way for the development of the economy of China and the world. The theory of capitalization Consumption in the practice application has multiple perspectives, many aspects and high benefit. It can make enterprise scale bring economy effect and abundant social capital, at the same time it can maintain a strong momentum for the development of the enterprise continuously and improve the consumption ability of the consumers.According to the data in 2014 which is provided by Chinese auto industry association, The number of the cars’ production and sale creates another world record that is the world’s first for six years in a row. However, the independent brand cars in our country develop relatively slowly under this big background, the market share of independent brand passenger car and car was falling significantly. The inventory of the independent brand automobile was significantly increasing and its growth is far more than the growth of cars’ sales.According to the situation of the development of Chinese independent brand car, the paper makes consumption capitalization theory apply in Chinese independent brand automobile market research. The paper is through the establishment model that is consumption theory applied to the automobile market capitalization to study the feasibility. This model mainly includes the analysis of the traditional management, implementing consumption capitalization and the consumer personal investment accounts. Through the contrast of sales growth rate between the traditional sales and implementation of the capitalization, finally, the paper will come to the conclusion which is feasible to implement consumption capitalization. The analysis of consumer personal investment accounts mainly focuses on the analysis of the vested interests of consumers and consumption capitalization for the utility of the enterprise. At the same time, rational analysis and research of the enterprise itself makes the enterprises’ resource utilization more reasonable and it makes enterprises create more benefit, and it can provide theoretical guidance and the practice method for enterprises to solve the problem.