Abstract: Development and utilization patterns such as reclamation activities in the coastal zone of Jiangsu Province have brought pressure to the regional ecosystem. Under the requirements of high-quality development, simulating the land use transformation and ecosystem service value response in the area has practical guiding significance for grasping the balance point between development and utilization and ecological protection in the area. Based on four periods of land use data in Jiangsu Province in 1990, 2000, 2010 and 2020, this paper analyzes the spatiotemporal dynamics of land use and ecosystem service value in the coastal zone of Jiangsu Province from 1990 to 2020, sets up three scenarios of inertial development, cultivated land protection and ecological protection, and uses the PLUS model to simulate the response of coastal land use and ecosystem service value in Jiangsu Province in 2030. The results show that: (1) The land use type in the study area is mainly cultivated land, and land use changes are mainly manifested by a substantial decrease in cultivated land and a rapid increase in construction land. The main land use type transformation forms are cultivated land to construction land, cultivated land to water areas, cultivated land to wetlands, and water areas to cultivated land. (2) ESV in the study area continued to increase from 1990 to 2010. It decreased from 2010 to 2020, and generally showed a distribution pattern of high in the northwest, low in the southeast, high near the coastline, and low far from the coastline. (3) Based on the simulation results of the three scenarios, the ESV in the coastal zone of Jiangsu Province will decrease the least in 2030 under the ecological protection scenario, which is an ideal scenario for optimizing the land use structure and maintaining the ecosystem service functions of the coastal zone of Jiangsu Province.