Quarterly Scientific-Research Goljaam

Supply of any product is viewed an important element of production process. Lack of a product supply interferes with the production process and lead into serious damage in marketing the product in a competitive market. More specifically, due to unique characteristics of silk industry and silk such as small workshops, their spread over large areas, scattered consumers (carpet weavers), silk’s seasonal nature, being bulky, its decay, multiplicity of its preparation for final product (thread), and its low price requires due attention. In this article conceptual model of supply cycle by Sohal and its components are applied to investigate the present situation of supply cycle of silk threads. The main focus of the model is on improving management of supply cycle. A number of relevant hypotheses are tested. Rresults showed that factors such as location of the production and uncertainty of production have significant influence on supply cycle of the product.

This article is trying to study production and distribution system based on providing value chain with the aim of identifying production & distribution system of hand-made carpet firstly; and studying the feasibility of changing from the push system to the pull system regarding the viewpoints of the elite and expert, secondly. In order to achieve this goal, the descriptive method of research has been used. Statistical population of this study includes elite and informed experts in production & distribution of hand-made carpets. Due to acquaintance of Iran National Carpet Center (INCC) with these people, 55 experts have been selected as the statistical samples. For collecting required information, a questionnaire has been used. The results of this study show that the present system of production & distribution of hand-made carpet in Iran is based on push system, which means the production & distribution of this product is not totally based on customer taste and Iranian experts active in this field try to provide carpets for target customers with hope that they will see those carpets and their art and hopefully will be encouraged to purchase them. But in most of cases, this method is not an effective one and competitors are producing their carpets incorporating the understanding of the customers’ taste regarding color, shape, size and drawing. Also the results of this study show that with planning and informing active people in this industry, it is possible to change the system from the push type to the pull one.

In this research we are to determine the maturity of electronic commerce (the amount of usage of electronic devices and tools for performing the organization’s activities) in the export of Iranian hand-knitted carpet, as a base for recognizing the current situation and thus offering methods for improving the level of electronic maturity (achieving higher levels of electronic maturity) for organizations supporting the exports, exporting companies and the organization for hand-knitted carpet. For this purpose the systematic model of maturity of product exporting process, which is of a systematic view and involves both aspects of organizational and applied, is used. The parameters are analyzed using the designed surveys (Likret Scale), with hypothetical mean of (µ=3), and the percentage of answered questions to each choice. The processes of acceptance and rejection were performed by T-test and Nova test, and since in two-dimensional maturity model, the grade of export electronic maturity corresponds to the organizations (companies) that have the least grade of maturity, in analyzing the results, it was found that the hand-knitted carpet export companies, though being in the first rank, have the lowest rank. Therefore the export maturity in the first rank will be determined, whilst the supporting companies and organization for hand-knitted carpet are in the fourth rank of electronic maturity.

Regarding the importance of handmade carpet advertising, variety of advertising tools and financial resources limit, prioritization of the tools by expert opinion can be effective in programming and planning on carpet artisan. Two main objectives are to be achieved in this research. The first objective determining importance factor of evaluation indices of handmade carpet advertising tools and the second objective determining priority of advertising tools used in introducing the commodity to customer in domestic target markets. Statistical population in this research includes experts aware of handmade carpet advertising and promotional tools in Tehran province. To access the first objective, eight indices of handmade carpet advertising and promotional tools have been brought up mainly coverage, cost, promptness, durability, trustworthiness, quality, influence and easiness to use. On the basis of Group AHP method and utilization of expert opinions, above indices have been compared in pairs, in determining priority of advertising and promotional tools also on the basis of expert opinions multi-criteria decision making and TOPSIS have been applied. Effectiveness index with the importance coefficient %224, promptness index with the importance coefficient %168, quality index with the importance coefficient %140 and coverage index with the importance coefficient %125 are the main evaluation indices of an advertising and promotional tool. In other words, the more effective, prompt and qualitative a tool covers more people in target society; the more is its importance. Hence, TV, in person presentation, specialized magazines and newspaper are four tools in higher priorities according to mentioned eight indices