Fuzzy Comprehensive Evaluation Method-based Big Data Era Chinese Sports Brands Independent Innovation Ability Research

ABSTRACT

With the rapid development of economy, use of sports products in people’s daily life has greatly increased. However, the status of China’s native sports products’ sales has not improved considerably. Generally, most of the people select internationally famous brands, thereby reducing the sales of China’s native sports brands. Chinese sports brands have been facing challenges due to international brands ; thus making their independent innovation reformation imperative. The paper utilized fuzzy comprehensive evaluation method to evaluate brands’ independent innovation ability from China’s sports brands , their market share, loyalty index, and the domestic leadership. Regarding the world famous brand-Nike, for the independent innovation distribution status as evaluation weight, the obtained result shows ERKE 361 degree. XTEP is the sports brand of higher independent innovation abilities, which are worthier than the other brands.

Keywords:

Big data, Fuzzy comprehensive evaluation method, Independent innovation, Sports brands, Model establishments, Brand value.