A Comparative Study on the Competitiveness of Knowledge-Driven Sports Brands

Abstract

With the rapid development of science and technology, sports brands are increasingly relying on knowledge-driven technology. This study uses the competitive advantage theory, comparative advantage theory, and knowledge-driven theory, referring to the evaluation principles of scientificity, operability, and effectiveness, and selects Anta, Li Ning, and Adidas as the research objects of knowledge-driven sports brand competitiveness. Using Yaaph12.7 software and multilevel index entropy method, we assign and calculate 4 secondary indexes, 12 tertiary indexes, and 35 4th-level indexes of brand strength, brand potential, brand power, and brand vitality of three brands. In addition, Anta has strong comprehensive strength and good social resources and policy support. Li Ning's brand potential is the greatest, and the consumer group is younger. Therefore, this study draws the following conclusions: (1) The core competitiveness of knowledge-driven sports brands is the innovation-driven model of brand technology, product R&D, intangible asset value, and brand development. (2) The competitiveness of knowledge-driven sports brands pays more attention to brand potential, brand strength, and brand vitality. (3) The competitiveness of knowledge-driven sports brands needs to be combined with the latest scientific and technological means to realize the integration of brands and information technology, "Internet +,"and big data. (4) The brand size, brand resources, and other brand advantages in the knowledge-driven sports brand competition indicators are not the main influencing factors for showing the core competitiveness. This paper draws the following inspirations from the research conclusions: it is necessary for knowledge-driven sports brands to improve the ability to transform resources and stimulate the vitality of the brand market, optimize the level of brand service to meet market consumption needs, strengthen innovation-driven development and explore innovative development paths, build brand development strategy, cultivate the development of superior technology, accelerate the development of brand quality, and build an applied talent pool.