Study On The Evaluation Of China’s Sports Shoes Brand Competitiveness Based On Brand Equity

China has become one of the world’s largest countries in producing, exporting and consuming Sports shoes. The production of sports shoes in China has accounted for more than60%of the world total output, but the development of sports shoes area still focuses on quantitative growth. So far, many of our sports shoes manufacturing companies are not able to build a popular, reputable, loyal brand with distinctive and heart-striking characteristics, it is mainly caused by the lack of brand competitive advantages. Therefore, it is very urgent to analyze the status quo of brand competitiveness of China’s sports shoes manufacturing companies and further to accurately position the competitiveness degree of the brand, and simultaneously to enhance the brand competitiveness.Brand competitiveness has the unique ability of owning and surpassing other competitors. The strength of the brand competitiveness lies in the ability to satisfy consumer needs, in this way can the companies expand the market share and obtain higher profits than their competitors. Brand equity is an additional fee that customers are willing to pay that of more than the product itself,and it is an added value of the products or services of the enterprises which originating from the brand marketing efforts. It focuses on understanding the brand value from the perspective of consumers, at the same time, it is an exhibition of brand competitiveness. Considering the brand equity of customers and brand competitiveness,the research focuses on the relative index aiming to enhance the brand image and build brand loyalty through analyzing the psychological exhibition of consumers,and furthermore,it forms a brand competitiveness evaluation index system which includes four first-level indicators (brand loyalty,brand association,brand reputation,brand awareness),six second-level indicators (consumer evaluation,brand resonance,consumers feel the brand image, brand significantly, brand performance) and24third level indicators. The study has made a questionnaire, designed from the index system, for the consumers on searching for the brand competitiveness status quo of sport shoes. The data analysis is operated by the fuzzy analytic hierarchy process. The evaluation results show the rank of the brand competitiveness status quo of sports shoes and the corelation of the factors influencing the brand competitiveness. At last, the suggestions have been given for the sports shoes manfacturers in enhancing the brand competitiveness according to the portion of influencing factors.