Ecosystem services (ES) supply and demand are central to the research of sustainable ES management. The mismatch between ES supply and demand, especially low supply and high demand, i.e. ES deficit, is considered the potential cause of ecosystem degradation, while it is heterogeneous and varied along different types of ES, stakeholder groups, and spatial regions. Here we identified key ES types and stakeholder groups with mismatching ES supply and demand in Wolong Nature Reserve. All the research data were collected by questionnaire survey, in which local residents were required to give their evaluation of supply and demand of each ES with the Likert scale. Supply-demand ratio of each ES is calculated and used to classify its matching state: supply-demand surplus, supply-demand balance and supply-demand deficit. The results showed that freshwater provision, traditional crop, soil conservation and soil fertility maintaining are evaluated as deficit. Subsequently, the study analyzed how the socio-economic characteristics of respondents affect ES supply-demand ratio by multiple linear regression. Regression results showed that gender, education level, familiarity with the local area, as well as income level and structure have significant effect on respondents’ evaluation. Furthermore, the study displayed the distribution patterns of supply-demand matching across different stakeholder groups using a coordinate system, which helped to identify key stakeholders and their supply-demand deficit ES types. With the research results above, the study deduced that local respondents’ evaluations of ES supply and demand were actually based on their livelihood needs and adaptability to local environment and management policy. Underlying mechanism that socio-economic characteristics of respondents affect ES supply-demand ratio might be explained by local discrepancy in ES dependence, ability and social division. Fox example, due to their different dependence on ES and ability in utilizing ES, respondents with higher education level and income deemed that tourism and leisure was deficit, while respondents with lower education level and income deemed that ESs relevant to agricultural production was deficit. By analyzing comprehensively supply-demand pattern among respondents with different socio-economic characteristics, two distinct stakeholder groups were identified. One group is the female and elder residents, and those residents with lower income land education level, they are highly dependent on ES relevant to agriculture. The other group is male and younger residents, and those residents with higher income and education level, they are highly interested in ES relevant to tourism. Special attentions should be given to two stakeholder groups in the reserve management in case of over-exploitation of any ES. Considering local heterogeneity of ES dependence and utilization, management policy relevant to ES should be tailored to each beneficiary group. By addressing supply-demand deficit towards targeted beneficiary, it is possible to enhance both ecosystem conservation and local residents’ wellbeing.