شناسایی و اولویت بندی مولفه های استراتژیک تاثیرگذار بر جایگاه برند ملی فرش دستباف ایرانی در بازار جهانی

On the one hand, due to reduce oil revenues and the need for the exchange of non-oil export, especially carpet industry as the most important goods of non-oil export and on the other hand, due to the downward trend of carpet export as a national brand in the global market and overtaking countries such as China and India from Iran in recent years, the purpose of this study is to identify and prioritize strategic effective components on Hand-woven Carpet industry as a national brand in the global market. To achieve this purpose, we used the integrated approach for strategic and hierarchical analyses. First, we conducted directed and free interviews with a number of experts in the industry in order to identify the weaknesses, strengths, opportunities and threats with deep library studies and to collect the qualitative data. Also, for collecting documentary information, we used two questionnaires to prioritize and measure the relative importance of effective factors. According to analysis of the research results, the most important effective internal factors on the industry's position include: to be reliable and well-known the brand of Iranian carpet, and the lack of attention to requests, needs and tastes of the world market and the most important effective external factors on the industry's position include: the opportunity of terminating international sanctions in regard to Joint Comprehensive Plan of Action (JCPOA) and the threat of entry the foreign competitors with more advanced facilities and reducing market share in recent years. Also, the aggressive strategy (Strength, Opportunity) was selected as the superior strategy for the promotion of position in the industry. According to the results, it is suggested that activists in this industry establish a comprehensive plan to identify untapped and intact world markets, capital entry and foreign expertise, optimizing resource consumption and reducing the cost of product, reinforcement of order -taking and finally, improving the distribution and sales channels by relying on knowledge of information technology.