The Research On E-commerce Logistics Model Of FMCG Forest Products

China is rich in timber resources,with the development of forestry economy,the FMCG forest products which have the distinguishing feature of consumption frequency,short cycle and high cosumption were incubated.Furthermore,they have been welcomed by consumers with the promotion of e-commerce,boosted the regional development of the forest economy and led to the fast demand of FMCG forest products logistics.This article aims to construct the evaluation index system of e-commerce logistics of FMCG forest products in a typical area,in order to evaluate it's service capability.Research work was carryed out on the basis of literature analysis method,questionnaire survey method,AHP analytical method and empirical analysis method.Through combing the theory of forest products,FMCG products,e-commerce,logistics and relevant literature review,research on e-commerce logistics of FMCG products at home and abroad were learned,FMCG logistics model under traditional and e-commerce environment were comparatively analyzed.Furthermore,to conduct field research on the basis of the above theory.Provided by the impact elements of e-commerce logistics of FMCG forest products in a region and construction method of evaluation index system,the evaluation index system of e-commerce logistics of FMCG forest products in a region were established from four aspects of logistics cost,service competitiveness,market demand and regional economic development.Then,using analytic hierarchy process to determine index weight.Finally,take Jiangyong county for example,the rationality of the evaluation index system was verified,and the appropriate model implementation recommendations according to good practice and existing problems of evaluation findings were proposed.The evaluation results shows that the implementation effect of e-commerce logistics model of Jiangyong county products is " good" and consistent with the actual effect in the survey.The research believes that the evaluation index system of e-commerce logistics model of FMCG forest products in a region is reasonable and practical.The evaluation of e-commerce logistics model of FMCG products in a regioncan improve the logistics service level of FMCG products,the forestry competitiveness and local economic development.The research results are also decision-making suggestions for governments' policy.