浙江和福建是我国体育用品最主要的两个生产基地,也是我国体育用品产业集群高度发达的地区,从两省筛选出5个典型的产业集群进行品牌竞争力的重点研究.结果表明,当前浙、闽两省体育用品民族品牌竞争力存在市场集中度低、知名品牌缺乏、品牌经营费用投入增速缓慢、产品宣传方式单一、品牌创新能力薄弱等问题.因此,在增强品牌竞争力路径选择上必须全力打造龙头企业、大力实施名牌战略和加快体育产业园区建设. Zhejiang and Fujian are the two main production bases of sporting goods in our country and are also the highly developed areas of sporting goods industry cluster in our country.From the two provinces, we select five typical industrial clusters for the key research on the brand competitiveness.The results show that the current Zhejiang , There are some problems such as low market concentration, lack of well-known brands, slow growth of brand management expenses, single product promotion methods, weak brand innovation ability, etc. Therefore, in order to enhance the competitiveness of national brands, We must make every effort to build leading enterprises, vigorously implement the brand strategy and accelerate the construction of sports industry parks.