Majid Pourqader - ICMA Centre, Henley Business School, University of Reading, UK b School of Business

This paper analyzes the existing distribution modes adopted by China's e-commerce enterprises. Based on the empirical analysis of the electronic mall at (Jing-Dong), this paper compares and investigates the different logistics distribution modes faced by e-commerce enterprises embracing the new features, new challenges, and new advantages of big data. The Analytic Hierarchy Process (AHP) method and entropy value are applied to investigate the e-commerce enterprise distribution choice mode and the Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) method is used to verify the model. Our research analysis and results

E-commerce,Big data,Distribution mode,AHP,Entropy method,TOPSIS