Studying Production and Distribution System of Hand-made Carpets in Order for Providing Appropriate Strategy Emphasizing the Feasibility of Changing from the Push System to the Pull System

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.