Objective To establish a multi-incentive model for doctors based on the medical services supply chain theory, so as to provide reference for improving the incentive mechanisms for doctors and for promoting the quality of medical services. Methods Based on the asymmetric information of principal-agent model, the study developed the incentive model of doctors’ behavior with output and surveillance indicators, deduced the formula for incentive intensity, and analyzed the influencing factors of incentive intensity. Results According to the obtained incentive model, the incentive intensity to the doctors and medical service suppliers was mainly correlated with external evaluation and internal surveillance results of medical service quality. Conclusion The key points for high quality medical service are to establish the external evaluation indicator and intensify the internal supervision and assessment to guide the behaviors of doctors.