شناسایی ابزارهای ترفیعی و تبلیغی مناسب برای ارتقای برند فرش دستباف ایران در بازارهای خارجی

The handmade carpet of Iran with outstanding cultural and artistic qualities is a product that has been registered for several decades as a significant commodity in the non-oil export basket of Iran. The purpose of this research is to determine the importance of indicators for assessing promotional and promotional tools for handmade carpets and to determine the priority of tools used to introduce this product to customers in foreign target markets. The statistical population of this research consists of 19 experts and expert experts in exporting handmade carpets in Tehran province. The FAHP method was used to perform paired comparisons and determine the weight of each index as well as to determine the priority of promotional and promotional tools using fuzzy topsy method. The results of the FAHP method showed that the reliability criterion with a weight of 0.329, the cost with a weight of 178.0, the effectiveness and coverage level were respectively with weights of 0.149 and 0.13 and quality of 0.15 weight, respectively, respectively Were placed. Also, according to TOPSIS, exclusive exhibitions, media, commercials, publications, travel guides in Iran, sales, sales representatives, price discounts, and sales awards are the top priorities. The results of the research include suggestions for exporters and planners in this field.