Strategic Analysis of Art- Industry of Carpet in Markazi Province

For a long time, the handmade carpet of the Markazi province, especially the Sarouq brand, With A few hundred years old has been recognized as one of the symbols of Iranian art and culture in Iran and has played an important role in employment, non-oil exports and the Introducing the province art. Unfortunately, in the last decade, the provincechr('39')s carpet share has fallen sharply from domestic and foreign market and this old art-industry has encountered a lot of difficulties, where the number of producers and activists in this field significantly reduced. This paper studies the qualitative and strategic analysis of handmade carpet in Markazi province, rooting downgrades and providing appropriate solutions for the exit from this depression. In this paper, we have been used library method and various tools such as completion of questionnaires and interviews with stakeholders, experts and activists in the field of Art- Industry of Carpet of the province. Then, with using SWOT technique, analyzed he strengths, weaknesses, opportunities and threats of this art-industry and finally, solutions have been developed to achieve priorities based on its development orientations in the province. The results of this study indicate the defensive position of the carpet in the domestic and foreign markets, and, according to this, presented strategies and policies, functional tactics In order to exit the current depression. The main developed strategies are " Needs assessment, compilation, implementation and evaluation of regular educational program at different stages and levels in the field of art- industry of carpet", "Improving the quality of handmade carpets in the province through woven carpets identification, standardization, monitoring and evaluation" and "Applying new marketing methods and effective planning to introduce handmade carpets brands in order to penetrate new markets and increasing the share of existing markets."