Reasonable pricing of ecological products is not only a key initiative to promote the realization of the value of ecological products, but also an important path to promote the coordinated development of ecological protection and social economy. Nevertheless, a variety of ecological product pricing techniques have produced results that varied greatly and are unfair and lack credibility when it comes to ecological product pricing. It is found that the difference in value theories is the main reason for the unequal valuation conclusions, even if the valuation goal and application scenarios provide the main framework for choosing the value theories. To this end, the three purposes of eco-product pricing-government performance evaluation, realizing the value of ecological products, and increasing awareness of the importance of ecological products-as well as five typical application scenarios are summarized, and the foundation of the value theories of eco-product pricing and their applicable value types under various scenarios are analyzed. This is done by first starting from the existing value theories, such as the cost theory of value, utility theory of value, and equilibrium price theory, and their applicable value types. Second, we list the value categories that apply to the market-based valuation method, cost-based valuation method, revealed preference method, stated preference method, and simulated exchange value method-the five most popular ecological product pricing techniques. Thirdly, pricing concepts and the selection criteria for pricing strategies for ecological products under various conditions and objectives are sorted out. The pricing strategies applicable to seven categories of ecological products under various conditions and the selection priority order are given, namely carbon sequestration, air filtration, water purification, erosion control, water conservation, flood storage and regulation, and oxygen liberation. The priority order of selection and the price strategies applicable to the seven categories of ecological products under various uses are provided. Finally, the reference prices of the seven types of ecological products under three purposes are given as examples in Miyun District and Lishui City, and the values of the ecological products in Miyun District and Lishui City are then calculated. The results of the calculation indicate that the highest values of ecological products-29.737 billion and 115.310 billion, respectively-are obtained for the purpose of increasing public awareness of the importance of ecological products, while the lowest values-9.337 billion and 54.942 billion, respectively-are obtained for the purpose of evaluating government performance. The results of the study help to promote the formation of a unified pricing system for ecological products and provide a basis for the establishment of a sound mechanism for realizing the value of ecological products.