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Principal component analysis-based Chinese native sports brand development path research

Kai Liu

With people’s living standard improvement, sports consumption has gradually occupied one part of people’s total consumption. Each sports brand has appeared intense competitions. In a globalizing world, Chinese native brands have accepted numerous challenges. Domestic market competition is fierce, which international market expanding is difficult. During the double pressures, enhance brand sales have become the problem in sports product manufacturing. In order to provide better development direction, the paper takes domestic six kinds of native brands as research objects, utilizes principal component analysis method to analyze twelve indicators, and defines three comprehensive indicators. The conclusion provides certain guiding significances to each brand manufacturing company’s development.