[Objective] The changes of land use types and spatial distribution in coastal area of Jiangsu Province were demonstrated and the subsequent ecological effects were discussed to provide theoretical supports for land use planning.[Methods] Based on the land use data of the coastal region of Jiangsu Province in 1990, 2000 and 2010, supported by GIS technology, dynamic degree of land use, comprehensive degree index, the gravity center and the value of ecological service, etc, were calculated using ecological service value calculation model of Costanza.[Results] Areas of arable land, forestland and grassland were all reduced, while water area, urban-rural construction land and unused land area increased in researched region during 1990 to 2010. The expansion of urban-rural construction land occupied arable land, and the supplement of arable land was mainly about the exploitation of grassland. The grassland, unused land and urban-rural construction land were highly changed in terms of their spatial position. Due to the reductions of farmland, forestland and grassland, ecosystem services value in the study area was reduced. And ecological benefits from the increase of water area made up for the loss caused by area reductions of the above land use types.[Conclusion] During 1990 to 2010, the ecological service value increased by 2.434 billion yuan in the study area. But ecological benefited area was small, mainly distributes in the eastern coastal zone of Yancheng. Ecological damaged areas distribute widely, and the area has a tendency to expand. It is necessary to take land use planning and other measures to comprehensively control land use change.