Abstract
This article aims to discuss how to give full play to the comparative advantages of the rural ecological environment and realize the endogenous development of rural society and economy in China. First, based on the ecological economy theory of "lucid waters and lush mountains are golden and silver mountains" (the "two mountains" theory), we integrated the theories and methods of ecology, economics, and geography disciplines to examine the transformation of "ecological advantages" into "economic development" from a comprehensive perspective. Second, based on the matching relationship between the division of major function zones and the classification of ecological services, we creatively constructed a theoretical framework for the endogenous development of rural areas. Third, accounting indicators and methods for rural ecological products' biophysical quantity and monetary value are established. Finally, we conducted an empirical study of Nanshi Village in central China as a case. The results showed that: The benefits provided by ecosystems to the development of human society would be underestimated if it is measured only by the provisioning services; the per capita Gross Ecosystem Product (GEP) of the case area was three times the per capita disposable income of rural permanent residents in the same period. Taking advantage of the rural ecological environment to promote the actual transformation of the potential value of ecological products is the feasible path for rural revitalization. One of the implications of this study is that it links the rural ecological and environmental advantages with social and economic development from the perspective of ecological economics and provides decision-making support for this case and other similar rural ecological industry revitalization practices.