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

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 signify cant. This research provides a certain guide for the coordinated transformation of modern 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.