基于平台经济理论的羊肉电商产业链整合与价值创造研究

Research on the Integration and Value Creation of the Lamb E-Commerce Industry Chain Based on Platform Economy Theory

摘要: 内蒙古中部农牧交错带的羊肉产业长期受生产组织分散、交易信息不对称、屠宰加工与冷链薄弱及融资与风险保障不足等结构性问题制约，导致流通效率低下与价值流失。基于平台经济与价值链理论，本文聚焦羊肉电商，提出并系统化构建“信息撮合–交易担保–冷链与物流整合–金融嵌入–数据赋能”五维整合框架，揭示电商平台在横向组织分散牧户与纵向贯通产–流–加–销过程中的关键机制。基于理论分析与对新疆“天润畜牧云”、甘肃夏河藏羊产业园、青海都兰合作社等典型案例的比较研究，本文论证了平台通过标准化订单、集中屠宰与冷链专线、基于交易数据的供应链金融，以及智能合约与溯源体系可实现效率提升、成本下降、质量溢价与风险分散等增值路径。为保障增值成果的公平分享，本文提出制度化的利益联结方案(合作社持股、订单合同、智能合约分润与差异化补偿)及配套的政策措施(冷链基础设施向县乡延伸、供应链金融试点与数字化能力建设)。研究采用理论框架建构与案例比较方法；最后讨论了研究局限并提出后续基于平台交易数据的实证检验建议。

Abstract: The live-sheep industry in the agro-pastoral transition zone of central Inner Mongolia is constrained by structural issues—fragmented production organization, information asymmetry in transactions, weak slaughtering/processing and cold-chain infrastructure, and limited financing and risk-protection mechanisms—resulting in low circulation efficiency and value loss. Grounded in platform economy and value-chain theories, this study focuses on live-sheep e-commerce and systematically develops a five-dimensional integration framework: information matching, transaction assurance, cold-chain and logistics integration, financial embedding, and data empowerment. Through theoretical analysis and comparative case studies of representative practices (Xinjiang “Tianrun Animal Husbandry Cloud”, Gansu Xiahe yak/sheep industrial park, and Qinghai Dulan sheep cooperatives), the paper demonstrates that platforms can create value via standardized contracts/orders, centralized slaughtering and cold-chain express lines, transaction-data-based supply-chain finance, and traceability coupled with smart contracts—yielding efficiency gains, cost reductions, quality premiums, and risk mitigation. To ensure equitable sharing of generated value, the study proposes institutionalized benefit-linkage mechanisms (cooperative equity, order contracts, smart-contract revenue sharing, and differentiated compensation) and supporting policies (extending cold-chain infrastructure to county and township levels, piloting supply-chain finance, and strengthening digital capabilities). The research employs framework construction and case comparison (without quantitative empirical analysis) and highlights limitations while recommending future empirical validation using platform transaction data.