Objective/Meaning In the process of rural revitalization, the increasing demand for the e-commerce logistics has put forward new requirements for the rural e-commerce logistics service capabilities. Exploring the index composition of rural e-commerce logistics service capability and conducting the reasonable analysis and scientific evaluation of them was helpful to provide decision-making reference for improving the level of rural e-commerce logistics service and promoting the high-quality development of rural e-commerce logistics.

Methods/Procedures Based on the situation of Fujian Province, an index system of the rural e-commerce logistics service capability was constructed, which included 7 first-level indicators and 28 second-level indicators such as the logistics infrastructure. Then, through the investigation of 10 villages in 4 towns such as Gaoshan Town in Fuqing City, 218 sample data were obtained. On this basis, the analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method (FCE) were used to analyze and evaluate the logistics service capacity of rural e-commerce in Fujian.

Results/Conclusions The study found that the logistics service capability of rural e-commerce in Fujian was generally at an above medium level, and the comprehensive evaluation scores of the three indicators, including the logistics distribution capability, the information service capability and the value-added service capability, were lower than the overall score, which needed to be improved. Accordingly, some strategies and suggestions were put forward including constructing the logistics system and optimizing the distribution process, using the advanced technology and realizing the information sharing, broadening the service scope and enhancing the consumption experience.