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

摘要

With the sharp development of economy, sports consumption proportion in people’s daily life is getting biggerand bigger. However, China native sports products sales status is not going well. Presently, most of people will select internationalfamous brands when consume, China native sports brands have been ignored. China sports brands productsmainly follow international brands tides; therefore its independent innovation reformation is imperative. The paper utilizesfuzzy comprehensive evaluation method, and evaluated brands’ independent innovation ability from China sports brandsimpacts, market share, loyalty index, and domestic leadership four perspectives. Regard world famous brand-Nike independentinnovation distribution status as evaluation weight, obtained result shows ERKE 361 degreeXTEP are sportsbrands of higher independent innovation abilities, which are worth other brands referencing.