Identifying the Silk Carpet Entry Strategy to China’s Handed Carpet Market

by: The aim of the study is to identify the Silk Carpet entry strategy to China’s hand-made rug market from 21 experts (the study of hand-made rug cluster). The statistical community of this study consists of experts of hand-made rugs and the National Center of Iranian rugs, and has collected research data through the census. The method of research has been a method of data collection and ranking, and then using the Matrix of applicable strategies and to determine the relative attractiveness of these strategies through the strategy planning matrix. Due to the results of strategy prioritization, the product diversity strategy has the most attractive score and is followed by market penetration through marketing efforts and encouraging measures to encourage and attract customers. So for the successful and long-term arrival of silk carpets to the luxury goods market in China diversifying into products and following those measures from carpets’ government custodians such as Iran’s National Carpet Centre in line with an emphasis on various aspects of the rug, conducting market research by expert and committed individuals, paying attention to the discussion of the branding and celebrities of existing brands, including the actions that are taken into the market as a luxury of China. Key vocabulary: strategy – hand-made rug cluster – Subat- Matrix Strategy Planning Matrix – a quantitative method

Publish Date : 1394/04/01

Creator : HAMID SULEIMANI (DR. BUSINESS ADMINISTRATION) – ADELIAN (MASTER OF THE MBA OF MARKETING ORIENTATION – ISLAMIC FREE UNIVERSITY UNIT OF MEDICAL SCIENCES)

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