In order to restore the ecosystem of the Hongze Lake,and provide some useful advices to the management and propaganda,the relatively mature method—Contingent valuation method (CVM)was used to estimate the value of the ecosystem services of Hongze Lake including the recreation value,the bio - diversity value.As a case study,520 payment card CVM question-naires were surveyed and 498 as useful questionnaires were feed back.Logit regression model was taken to analyse the main impacting factors in the process of estimation.At the same time,comparative analysis of WTP was made in the different groups of population for restoring the function of the lake ecosystem services.Through multivariate statistical analysis in the case of Hongze Lake ecosystem recovery,some key factors were found to be very important to the willingness to pay,such as the yearly income of the family,the education level and the age of respondents,trust to the govermmenet environmental policies and the attitude to the environmental protection.Different factors were found to impact different values.Our results would provide theoretical basis for governmental policies making,and supply reference to policy - makers in choosing target groups of people for public communication and public education programs.