The study constructs a TRIZ-based consumer purchase decision model through the consumer purchase decision, TRIZ theory, and EKB model. Functional models and object-field models are constructed through intergroup analysis and structural analysis. The application effect of the TRIZ consumer purchase decision model is explored. A brand new energy vehicle enterprises began to adopt the TRIZ-based consumer purchase decision model in January 2020, and their annual sales volume of new energy vehicles in 2020 is 2,507,625,000 units, which is an increase of more than 2,000,000 units compared with that of the annual sales volume without adopting the TRIZ purchase decision model. A brand-new energy vehicle’s market share increased from 1.64% in Q1 2019 to 13.47% in Q4 2020. The TRIZ-based consumer purchase decision model has a significant impact on the increase in sales and market share of new energy vehicles manufactured by brand A. In 2020, new energy vehicles from brands A and B will sell 2,507,625 and 691,370 units, respectively. The TRIZ-based consumer purchase decision model has a significant advantage over the traditional purchase decision model, as can be seen.