This paper, according to land utilization change survey during 1998 to 2004, applies land utilization dynamic model and land utilization comprehensive index model analyzes quantitatively the land utilization change, and studies the induced ecological service value with the results indicating an outstanding change in land utilization structure, which means an increasing land utilization extent followed by a decreasing ecological service value. This paper suggests that a sustainable development of land utilization in Jingzhou shall be based on high land utilization efficiency and a good ecological environment.