Abstract: Using the analysis method of game theory, the quality cost model was introduced, and a quality-based incentive decision model was established, which considered the reputation incentives as important factors. The model was applied to an engineering case, and the MATLAB software was used to solve the model to verify the effectiveness of the model. The results show that this model can achieve a "win-win" between the owner and the contractor, and guide the contractor to consciously improve the quality of the project. When the owner implements explicit quality income incentives to the contractors, it can achieve a multiplier effect with the help of the implicit quality reputation incentives given to the contractors by the market.