Conducting value assessment of marine ecological products could reflect the support role of ecosystems in economic and social development, which was conducive to promoting the sustainable utilization of marine resources and providing a scientific basis for the formulation of ecological protection policies. However, current research at that time usually only conducted assessments for a single year or two years at the beginning and end, and there were relatively few studies on multi-period assessments of marine ecological products. This paper proposed five screening principles and, based on these principles and actual conditions, established a directory of marine ecological products in Pingtan. It calculated the total value of marine ecological products in 2015, 2018, 2021, and 2023. Based on the multi-period assessment results, it analyzed the characteristics of value changes and the evolution of the structure, explored the driving factors of value surges, and put forward suggestions and development directions. The results showed that: (1) From 2015 to 2023, the cumulative increase in the total value of marine ecological products in Pingtan reached 150.34%, with the total values of marine ecological products in the four periods being 4.394 billion yuan in 2015, 7.137 billion yuan in 2018, 7.672 billion yuan in 2021, and 10.999 billion yuan in 2023. The change in the total value showed a phased fluctuation feature of "fast-slow-fast", with an average annual growth rate of 17.55% from 2015 to 2018, significantly slowing down to 2.44% from 2018 to 2021, and rebounding to 19.73% from 2021 to 2023. (2) The evolution of the proportion of marine ecological products in Pingtan showed a clear trend of structural optimization, with the value structure system gradually transforming and optimizing from being dominated by a single ecological function to a diversified and coordinated development pattern of "tourism and culture-driven-supply-supported-regulation-complemented". (3) Between 2015 and 2023, the gross value of marine ecological products in Pingtan showed continuous growth, with tourism and recreation services making the most significant contribution, accounting for over 70 percent. This trend was closely associated with policy support, improvements in infrastructure, and coordinated efforts in marine ecological restoration, while the rising preference for ecological tourism in the post-pandemic era further stimulated market demand, leading to a rapid increase in both tourist numbers and related revenues. (4) Enhancing the value of marine ecological products in Pingtan requires coordinated efforts in fishery transformation, ecological tourism, and value realization mechanisms. Future directions include ecological upgrading of characteristic aquaculture, blue carbon trading, improvements in tourism facilities, and diversified approaches through compensation schemes and market-based pathways.