Improving eco-efficiency is an important way to achieve green development in counties. In this paper, firstly, we considered the win- win cooperation of county economic development and the difference in development orientation in Jiangsu Province. Secondly, the added values of primary, secondary and tertiary industries were selected as the key indexes to set up three different county economic development orientations. Thirdly, by using the improved benevolent cross- efficiency model and the Malmquist productivity index, the eco-efficiency and total ecological factor productivity of 32 counties in Jiangsu Province between 2015 and 2017 were measured under three development orientations. Finally, the difference of ecological efficiency and the driving force of total factor productivity change in different counties were analyzed, and a green development model that could take the advantages of each county was explored. The results show that:(1) on the whole, the level of ecological efficiency of counties in Jiangsu Province is high, but there is a big gap in the ranking of ecological efficiency of counties under the jurisdiction of the same prefecture- level city, and the radiation effect of counties with high ecological efficiency is insufficient. (2) From the perspective of different development orientations, the average eco-efficiency value of the county is the highest under the green economy orientation, the next is under the rural revitalization orientation, and the lowest is under the new industry orientation. At the same time, the eco-efficiency ranking of the same county varies greatly under different orientations, with most counties belonging to the rural revitalization category, followed by the green economy category, and the new industry category being the least. (3) From the perspective of dynamic analysis, the county ecological efficiency in Jiangsu Province has been gradually improved. Technological change is the main driving force for the growth of ecological efficiency in Jiangsu Province, while technical efficiency change is the key factor restricting its development. The technical efficiency change indexes of most counties remain unchanged or show a declining tendency, indicating that the ecological technical efficiency of the counties in Jiangsu Province has not improved shortly.