Abstract:

The value realization of ecological products is the key for putting the concept that “lucid waters and lush mountains are invaluable assets” into practice and an important measure to construct ecological civilization. At present, the practical exploration of the value realization of ecological products is growing rapidly, but the theoretical explanation of this mechanism is insufficient. Based on the value chain theory, this paper defines the connotation and constructs the theoretical mechanism of value realization of ecological products, as well as analyzes the internal logic of the typical models of value realization of ecological products by applying literature review and inductive deduction. Results show that (1) in order to satisfy human needs of diversified ecology, the value realization of ecological products reflects the process of series of value formation of ecological products from production to consumption, involving the coordination of interests and value transfer among multiple subjects. The value realization of ecological products cannot be perceived solely on the basis of the result of economic value conversion. (2) From the perspective of value chain, the value realization of ecological products depends on the process including production, supply and consumption of ecological products. Also, its key procedures consist of planning and design, development and integration, operation management and marketing of ecological products. It is important for the value realization of the ecological products to clarify the ownership, carrying out the value evaluation and product certification, and building the infrastructure service facilities. (3) Different modes of the value realization of ecological products reflect the whole process of production, distribution, exchange and consumption of different types of ecological products. They involve the inputs of multiple factors, such as capital, labor, and management, as well as the participation of multiple subjects, such as the government, enterprises, and farmers. To promote the practice of value realization of ecological products, it is necessary to give consideration to the two-way logic of protection and transformation, and explore the value realization modes of ecological products in line with regional characteristics. In conclusion, we provide a new perspective for exploring the theoretical mechanism of the value realization of ecological products by analyzing the whole process of ecological products from production to consumption based on the theory of value chain. The results are crucial for improving the theoretical understanding of the value realization of ecological products and promoting the systematic development and governance of ecological products.

Key words: ecological products, ecosystem services, value realization mechanism, the value chain theory, modes

摘要：

生态产品价值实现是践行“两山理论”的关键，是生态文明建设的重要举措。目前，生态产品价值实现的实践探索稳步推进，但生态产品价值实现机制的理论认识仍然不充分、学理解释相对不足。文章基于价值链理论，利用文献归纳和理论演绎等方法，界定生态产品价值实现的内涵，构建生态产品价值实现的理论机制，并分析典型生态产品价值实现模式的内在逻辑。研究结果表明：（1）生态产品价值实现以满足人们多样化生态需求为目标，反映生态产品从生产到消费的系列价值形成及增值的全过程，且涉及多个主体间利益协调和价值转移，其内涵认识不能仅以经济价值转换结果作为唯一标准；（2）价值链视角下生态产品价值实现取决于生态产品生产、供给、消费的全过程，其关键环节包括生态产品的规划设计、开发整合、运营管理和市场营销等，其重要保障包括产权界定、价值评估、产品认证以及基础设施建设等；（3）不同生态产品价值实现模式反映不同类型生态产品生产、分配、交换、消费的全过程，其中涉及资本、劳动力、管理等多要素投入以及政府、企业、农户等多主体参与，在推进生态产品价值实现的实践中，需兼顾保护与转化的双向逻辑，探索符合区域实际的价值实现模式。基于价值链理论分析生态产品从生产到消费的全过程为探索生态产品价值实现理论机制提供了新视角，对提升生态产品价值实现理论认识和推进生态产品系统开发治理具有重要意义。

关键词: 生态产品, 生态系统服务, 价值实现机制, 价值链理论, 模式