O2O selection mode portrait and optimization for railway service enterprises based on K-means

Establishing a platform successfully is just the basis for railway service companies to meet the demands of online to offline (O2O) supply chain services. In this paper, the K-means algorithm is first used to construct the user segmentation model of railway service companies and the AISAS (Attention-Interest-Search-Action-Share) method is used to establish the evaluation O2O model. According to this result, we propose four modes to establish O2O supply chain service platform for railway enterprise, which are self-built and self-operated (SBSO, Mode1), commissioned construction and self-operated (CCSO, Mode2), self-built and commissioned operation (SBCO, Mode3), commissioned construction and commissioned operation (CCCO, Mode4). By comparing the advantages and disadvantages of the four modes, the results illustrate the optimal model is impacted by the nature of the platform's operating products and the operating capabilities of the partners. The railway service enterprise needs to transform the traditional multi-level management model into the flat model to adapt the O2O supply chain strategies.