O2O模式下面向客户的供应链协同转型研究

The Research on Customer Oriented Supply Chain Collaborative Transformation under the O2O model

O2O商业模式借助线上线下资源的共享联动,有效洞悉客户需求,多维引导客户参与,强化客企良性互动,成为推动传统供应链转型的重要助力。通过探析O2O模式下供应链的运行机制并构建影响供应链协同转型的因素模型,借助结构方程法针对相关行业的298份问卷开展实证分析,结果表明:在O2O商业模式下,客户思维的树立不仅能够直接显著正向影响供应链的协同效果,还能够通过战略、业务和技术协同这三个中介变量来间接影响整体供应链的协同效果,且技术协同的中介效应最为显著。这一研究,对于身处O2O商业浪潮中的现代供应链企业协同转型提供了一定指导,应从企业价值观、战略布局、业务执行乃至技术研发四个方面都嵌入客户思维并有效落实,一以贯之。

The O2O business model understands the needs of customers, guides customers in participation and strengthens the interactions of customers and business through the shared interconnectivity of online and offline resources, which has become an important boost to the transformation of traditional supply chains. Now we analyze the operation mechanism of the supply chain under the O2O model, construct the influencing factor model of the supply chain's coordinated transformation and carry out an empirical analysis of 298 valid questionnaires using structural equations. The results show that the establishment of customer thinking can not only influence the synergy effect of supply chain influence directly and significantly, but also the overall supply chain through strategy, business and technology coordination under the O2O business model. Compared with the others, the mediating effect of technology synergy is more significant.This research provides a certain guide for the coordinated transformation of modem supply chain enterprises in the O2O business wave. They should be embedded in customer thinking and effective implementation from four aspects: corporate values, strategic layout, business execution and technical research and development.