علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

کاربرد مدل تحلیل SWOT در تدوین استراتژی‌های توسعه صنعت فرش ماشینی در بازارهای داخلی و جهانی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه فرش، دانشکده هنرهای کاربردی، دانشگاه هنر شیراز
2 دانشکده مهندسی نساجی و پوشاک، واحد قائم شهر، دانشگاه آزاد اسلامی، قائم شهر، ایران
چکیده
پژوهش حاضر با هدف بررسی کاربرد مدل تحلیل SWOT در تدوین استراتژی‌های توسعه صنعت فرش ماشینی ایران در بازارهای داخلی و جهانی انجام شده است. این صنعت با پیشینه غنی فرهنگی، نقش مهمی در اقتصاد و صادرات غیرنفتی کشور ایفا می‌کند، اما در سال‌های اخیر با چالش‌های متعددی مواجه شده است. پژوهش حاضر با رویکردی توصیفی-تحلیلی، به شناسایی نقاط قوت، ضعف، فرصت‌ها و تهدیدهای این صنعت پرداخته است. داده‌های پژوهش از طریق مصاحبه‌های نیمه‌ساختاریافته با 15 نفر از خبرگان صنعت و همچنین بررسی گزارش‌های آماری و مطالعات پیشین گردآوری شده است. یافته‌ها نشان می‌دهد صنعت فرش ماشینی ایران از مزیت‌های رقابتی همچون کیفیت بالای طراحی، ظرفیت تولید مناسب و نیروی کار ماهر برخوردار است، اما با چالش‌هایی مانند وابستگی به واردات مواد اولیه، ضعف در بازاریابی جهانی و فرسودگی فناوری مواجه است. فرصت‌هایی چون رشد تقاضا برای محصولات پایدار و ظهور بازارهای جدید در آسیا و آفریقا در کنار تهدیدهایی مانند رقابت فزاینده، افزایش قیمت مواد اولیه و مقررات سخت‌گیرانه زیست‌محیطی، چشم‌انداز این صنعت را شکل می‌دهند. بر اساس تحلیل SWOT، استراتژی‌های تهاجمی (SO)، محافظه‌کارانه (WO)، رقابتی (ST) و تدافعی (WT) تدوین گردید که از میان آن‌ها توسعه محصولات پایدار با طراحی‌های منحصر به فرد، ورود به بازارهای جدید و توسعه بازاریابی دیجیتال از اولویت بالاتری برخوردارند. یافته‌های این مطالعه می‌تواند به سیاست‌گذاران و مدیران صنایع در اتخاذ تصمیمات راهبردی مناسب برای افزایش رقابت‌پذیری این صنعت در بازارهای جهانی کمک کند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Application of SWOT Analysis in Developing Strategies for Machine-Made Carpet Industry Development in Domestic and Global Markets

نویسندگان English

Saeedeh Rafiei 1
Pieman Valipour 2
1 Department of Carpet, . Art University of Shiraz
2 Department of Textile and Apparel Engineering, Qaim Shahr Branch, Islamic Azad University, Qaim Shahr, Iran
چکیده English

This research investigates the strategic application of SWOT analysis to foster the development of Iran's machine-made carpet industry within domestic and global markets. A descriptive-analytical approach, incorporating semi-structured interviews with 15 industry experts and secondary data from statistical reports and prior studies, was employed to identify key internal (strengths and weaknesses) and external (opportunities and threats) factors impacting the industry. Thematic analysis of interview transcripts, alongside comparative analysis of statistical data, facilitated the formulation of a SWOT matrix. Findings revealed that the industry's strengths, including superior design aesthetics, considerable production capabilities, and a proficient workforce, are challenged by reliance on imported raw materials, deficiencies in international marketing strategies, and technological obsolescence. Concurrently, emerging opportunities such as escalating demand for sustainable products and the expansion of Asian and African markets are juxtaposed with threats including intensifying competition, rising raw material costs, and increasingly stringent environmental regulations. Based on the SWOT analysis, a range of strategic options—namely, aggressive (SO), conservative (WO), competitive (ST), and defensive (WT) strategies—were formulated. Prioritization using Analytical Hierarchy Process (AHP) identified the development of eco-friendly products with distinctive designs, strategic entry into new markets in Asia and Africa, and the enhancement of digital marketing capabilities as high-priority strategies. These findings provide actionable insights for policymakers and industry leaders, enabling informed strategic decision-making aimed at enhancing the global competitiveness of Iran’s machine-made carpet industry.

کلیدواژه‌ها English

Development Strategy؛ Competitiveness
؛ Machine-Made Carpet؛ SWOT Analysis
Domestic and global market
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  • تاریخ دریافت 08 فروردین 1404
  • تاریخ بازنگری 17 خرداد 1404
  • تاریخ پذیرش 18 خرداد 1404