The scientific and rational development of ecological assets and the promotion of their value conversion are critical to stimulate ecological economy and construct ecological civilization, which also provide practical significance to promote human-nature harmony and realize high-quality and sustainable development in ecologically sensitive areas. Taking the Qinghai-Tibet Plateau in southwest China as a case area, this study quantitatively estimated the ecological assets and their spatial distribution pattern based on land use types and their quality from the perspective of both physical assets and ecosystem services. The supply-demand theory related with the value conversion of ecological assets was then adopted to assess the value conversion potential on the Qinghai-Tibet Plateau. The spatial zoning analysis considering the ecological assets and their value conversion potential was carried out to indicate their spatial matching relationship. Accordingly, the targeted measures were proposed to better promote the exploitation and value conversion of ecological assets. The results indicated that the ecological assets of the Qinghai-Tibet Plateau were diverse and had significantly spatial clustering characteristics. The hot spots of high values of the comprehensive ecological assets were mainly distributed in the Qiangtang plateau, southern Qinghai lake, and the western Sichuan-eastern Tibet region, which were basically located at the central region of Qinghai-Tibet Plateau. On the contrary, the cold spots of the low values were mainly located in the southern mountain areas within and surrounding the Himalaya Mountains. The ecosystem services had similar spatial pattern to the comprehensive ecological assets, but the spatial distribution of the physical assets showed some differences considering the disparities in topography, landscape, and climate. The value conversion potential of the ecological assets was affected by multiple factors including location, transportation, resource endowment, and economic and social development conditions, which was significantly higher in the eastern and southeastern fringe regions including western Sichuan-eastern Tibet area and Qilian mountain area in eastern Qinghai. Based on both the ecological assets and their value conversion potential, four different zones were classified, which were high asset-high potential, high asset- low potential, low asset- high potential, and low asset-low potential combination types. Accordingly, we proposed targeted policy suggestions including enhanced ecological protection, rational exploitation of ecological assets, improved transportation and service facilities, and differentiated development of ecological products. The policies were expected to promote ecological assets development and their value conversion considering regional eco-environmental conditions and realize the coordination between eco-environmental conservation and socio-economic development on the Qinghai-Tibet Plateau.