行为洞见下山区海岛县生态产品价值实现的公共政策分析

Realizing the Value Realization of Ecological Products in Mountainous and Island Counties from a Behavioral Insights: An Analysis Based on Public Policy

摘要: 山区海岛县拥有丰富的生态资源，长期以来，生态产品价值难以有效地建立起来，主要原因在于，传统公共政策多侧重于宏观制度设计与经济激励，而忽视对微观民众和领导干部的主体行为规律的系统探索，从而制约了政策效果的有效发挥。本文基于行为洞见下构建“认知–情境–决策”整合分析框架，系统剖析了山区海岛县生态产品价值实现过程中面临的政策困境，进而展开行为规律的决策研究。本研究发现，困境本质上是由多元主体行为选择的系统偏差所致，政府的管理对策在制定、执行与评估各环节均存在与民众需求的脱节。为此，本文提出将行为诊断纳入政策制定过程中，以微观行为规律为基础来优化宏观制度的设计，进而推动政策执行，使得行为洞见下的决策转型，通过优化选择架构激活社会规范与认同机制，从而构建“客观绩效数据 + 主体行为校准”双重评估体系，通过突破传统单一投入产出评价方式，并结合国内外多等地的先进经验，进一步揭示山区海岛县公共政策的改革路径，从而构建涵盖主体、工具与过程三重整合的行为赋能机制。最后，从行为洞见下的能力建设、引导策略和规范保障的变革等三方面形成政策建议，为破解山区海岛县生态产品价值的实现瓶颈、推动生态保护与经济发展协同共进提供政策路径。

Abstract: Mountainous and island counties possess abundant ecological resources. However, for a long time, the effective establishment of an ecological product value chain has been challenging. The primary reason lies in the fact that traditional public policies have primarily emphasized macro-level institutional design and economic incentives, while neglecting systematic exploration of the behavioral patterns of micro-level individuals and leaders, thus constraining the effective implementation of policy outcomes. This paper constructs an integrated “cognition-situation-decision” analytical framework based on behavioral insights, systematically dissecting the policy dilemmas faced in the realization process of the ecological product value chain in mountainous and island counties. It further delves into the decision-making research of behavioral patterns. The findings of this project essentially stem from systematic biases in the behavioral choices of multiple stakeholders. Government management strategies are disconnected from public needs in the formulation, implementation, and evaluation stages. Therefore, this paper proposes incorporating behavioral diagnosis into the policy-making process, optimizing macro-level institutional design based on micro-level behavioral patterns, and further promoting policy implementation. This enables a transformation in decision-making under behavioral insights, activates social norms and recognition mechanisms through optimized selection frameworks, and constructs a dual evaluation system of “objective performance data + subject behavior calibration”. By breaking through traditional single input-output evaluation methods and combining advanced experiences from various domestic and international locations, this study further reveals the reform path of public policies in mountainous and island counties, thereby establishing a behavior-empowering mechanism that integrates subjects, tools, and processes. Finally, policy recommendations are formed from three aspects: capacity building, guidance strategies, and normative guarantees under behavioral insights, providing policy paths for overcoming the implementation bottlenecks of the ecological product value chain in mountainous and island counties and promoting the coordinated progress of ecological protection and economic development.