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

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