Research On The Competitiveness Evaluation Of Chinese Sportswear Brands Based On Customer Value

With the continuous development of economy and technology,the customer's brand awareness has been strengthened.The brand is already the most important factor for the selection of goods.Sportswear brand must be translated into specific value which can be felt by customers,the brand will be accepted.Only in this way,the brand will get more customers and have a higher market share,enterprises can obtain more profit and obtain sustainable competitive advantage in the market competition.With the rapid development of Chinese economy,the level of consumption and brand awareness,foreign sportswear brands have entered the Chinese market.In the face of the strong competition of foreign brands,the market share of Chinese sportswear brand has fallen sharply,the survival and development of enterprises have been facing an unprecedented crisis.Although the original sportswear brands in the fierce competition of market access to a certain brand advantage through the transformation of brand management strategy and learn from the strong brand experience,which compared with foreign sports apparel brand,the gap is still obvious.So Chinese sportswear brands have to consider its brand competitiveness to enhance countermeasures.In this study,the customer value as the starting point,At first,this paper puts forward the preliminary index system of sports apparel brand competitiveness by introducing the relevant economic background and reviewing literature.Secondly,we choose sportswear brand's customers as the object of investigation to obtain the sample data.We used reliability and factor analysis to analyze sample data and stablished the evaluation index system of sportswear brands competitiveness,which included 4 first level indexes and 17 level two indexes.We used the questionnaire of evaluation index system to obtained the sample data of 5 representative brands in Chinese sportswear market and analyzed the reliability and validity of the data.The research on the evaluation of sports apparel brand competitiveness :Perceived quality,brand appearance,publicity,customer groups,product styles and customer image have a great impact on sportswear brands competitiveness.Perceived price,brand identity,brand personality and channel promotion have a impact on sportswear brands competitiveness.Customer recognition of Adidas brand is veryhigh.Adidas brand competitiveness is the first place in comparison with the brand.Brand Anta's brand positioning,publicity,perceived service and perceived function score was higher,the evaluation score was second.Lining's brand competitiveness ranked third,the perceived price,channel promotion and perceived quality is the embodiment of the brand's competitive advantage.XTEP brand competitiveness ranked fourth,361 brand competitiveness ranked fifth,which shows that the brand361 is much room for improvement in terms of competitiveness.At last,we hope that this study can provide theoretical basis and help for sportswear enterprises to enhance brand competitiveness.