Evaluating land use efficiency is critical to the revision of general land use planning. An assessment indicator system for regional land use efficiency was established in this paper from the aspects of society, economy, ecology and environment. The weight of each indicator was defined by an analytical hierarchy process (AHP) and the entropy method (EM). Then, a case study in Zhanjiang was carried out to analyze the regional land use efficiency from 1996 to 2004 and its development by using the method of multifactor composite evaluation and an analytical model of the degree of coordination. The results indicate that land use efficiency with respect to society and the economy improved, whereas the ecological and environmental efficiencies were found to decrease. The degree of coordination in Zhanjiang is still at the status of basic coordination. Finally, measures for enhancing the ecological and environmental establishment are suggested in order to improve the regulations of land use structure and patterns, establish ecological forests for the public good and green corridors and prevent the soil erosion.