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 ... Read more

Introduction: The carpets industry is mostly a rural industry serving agriculture and rural needs, raising rural income, spreading production volumes, filling leisure and unemployment and adding to GDP. And according to employment, the industry can prevent the migration of the active force of the village to the fringes of the cities. The hand-made rug is also one of the most important social professions that, with the least capital, have the highest interest and the value of the 65 percent added to this industry (in fact, the increase in exports and the improvement of market share leads to the positives of 2013 (restores, serums, and hajjal, trade balance, employment, exchange and declining dependence on oil revenues. The importance of rug exports is not only in the currency of this industry, but also the employment it creates is of greater importance, so by choosing appropriate measures and proportional strategies in order to enter the target market in addition to the development of the export and currency of this lucrative industry also provides the field of employment by raising production that result of high demand for the target market. Since the past ten years, Iran’s hand-made rug exports have increased to China, demonstrating that the Chinese have opened a place for Iranian rugs in their lives, given the progress of Chinese families to increase their purchasing power, we can open Iranian carpets in Chinese homes by introducing the right and appropriate measures. Today, the percentage of the population of one billion and fifty-seven million people, about 30 400 million and seven million people in China, have high purchasing power, and space is very high for carpets, bought the luxury of the world, and for this reason, Iranian rugs can play an effective role in the basket of rich people (Iran Chamber of Commerce and China). Dr. Fersaki in a research titled Iranian rug Economy, by exploring the position of carpets in the national economy and its role in the employment and national production of Iranian rugs as the product of art and industry, has very long pasts in Iran’s history, but despite the ancient history of rugs in Iranian culture, this commodity is currently in the economic boom and improving export indicators, seeing numerous problems and failures in compliance with new international markets and status. Iranian carpets have a significant contribution to Iran’s non-profit exports in terms of currency and employment, and because of relatively high added value, in the national economy of the possessing (the demand in the article as a review of value and significant importance (contained, the factors affecting the export of carpets, the effective factors on the export of carpets such as rug production, carpets prices and shocks on the basis). The results indicate that during the course of the review of all the above variables on the export of the rug, they have a positive impact, especially relative prices among the variables surveyed also have the greatest impact on these exports (O Muhammad Alimabadi and Siddadi Al-Hadimadi in the study of 1381 (the exchange, as the marketing of Iranian rug exports; the factors of effective research and the impact of Iranian factors, the most important elements of the management environment, the most important factor, and management of the most important elements of the Iranian marketing factor, the marketing sector. The priority of these factors is the environment, mix, segmentation, strategy and export management of Iranian handmade rug marketing. The main variable pathology, the difference of 5 hand-made outputs, also suggests that according to the respondents, there is a sense of meaning between the desired and existing situation that shows failure in the current state of the export marketing of the hand-made rug in Iran. Hamid Alii Peskar and Fatimafer in an article entitled an overview of the export position of hand-made rugs in Iran’s economy, according to the survey of statistics used by previous research in the field of hand-made rug exports and considering the position of this industry, especially in economics and currency, as well as the social life and in consideration of the debate, the conclusion that the rug exports and growth and improvement of the country’s economy are extremely important. He is mighty, righteous. Several different aspects of exports, as well as barriers in the field of hand-made rugs of different regions of Iran, have been tried to identify strategies for better entry into China’s hand-made rug market as a luxury commodity and exploit opportunities, as well as according to recent economic growth in China and the demand for luxury goods consumption. Full publication of the article in the Journal of Management and Accounting Research – Number 13 To get the full article file on the attachment file. .