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.

平台的成功搭建只是铁路服务企业满足线上线下（O2O）供应链服务需求的基础。本文首先利用K -means算法构建铁路服务企业的用户细分模型，并利用AISAS（Attention-Interest-Search-Action-Share）方法建立评价O2O模型。根据这一结果，我们提出铁路企业建立O2O供应链服务平台的四种模式：自建自营（SBSO，模式1）、委托建设自营（CCSO，模式2）、自建委托运营（SBCO，模式3）、委托建设和委托运营（CCCO，模式4）。通过比较四种模式的优缺点，结果表明最优模式受到平台运营产品性质和合作伙伴运营能力的影响。铁路服务企业需要将传统的多级管理模式转变为扁平化模式，以适应O2O供应链战略。