B2C E-commerce Logistics Distribution Strategies Based On User Satisfaction

China’s B2C e-commerce is showing a vigorous development trend in the Internet era. As one of the most important parts of e-commerce, logistics distribution faces its problems as long delivery time and poor attitudes, resulting in the poor user experience in online shopping and the loss of trust and loyalty on e-commerce businesses. So, many B2C e-commerce businesses has began to improve the quality of logistics distribution sevices, aiming to enhance user experience in online shopping and improve the user satisfaction.Focusing on the user satisfaction in the B2C e-commerce, this thesis firstly describes the domestic and foreign researches on e-commerce and logistics distribution, then has an introduction on the development of B2C e-commerce in China as well as the logistics distribution models at present, and summaries the cases of the foreign B2C e-commerce website and the domestic logistics company, both being successful. On this basis, flearning from the exciting researches, and obtaining the user evaluation data from "the Public Comment Network", this thesis summarizes the factors influencing B2C e-commerce user satisfaction. Then through the further analysis, the thesis builds B2C e-commerce logistics distribution services evaluation system basing on customer satisfaction, and gets the weight of each index by using Analytic Hierarchy Process (AHP). According to the index weights and making Jingdong mall and Amazon China as the cases, the thesis calculates the value of the consumer satisfaction to the logistics distribution of the two sites by Fuzzy Comprehensive Evaluation(FCE), and makes a comparative analysis. At the last part, basing on the above analysis, the thesis discusses present situation of B2C e-commerce logistics distribution in China, and gives its proposals from two aspects of B2C e-commerce logistics distribution industry and distribution services.