Abstract: From perspective of agricultural water users, according to reality of southern plain irrigation area, three kinds of progressive type of agricultural water incentive model and corresponding calculation formula were put forward, which named as a "pay water fee first, then full subsidy" model, a "pay water fee first, then balance subsidy" model based on reasonable water quota, and a "pay water fee first, then balance subsidy" model based on regional water consumption per acre, respectively． Water consumption, prepaid water fee, amount of reward and punishment, precise subsidy amount and actual water fee of typical pilot areas were calculated and analyzed． Results showed that three agricultural water incentive models had their advantages and disadvantages． They could be applied to different stages of reform process． The third mode fully embodied principle of saving reward and exceeding penalty and finally achieved dynamic balance of reward and punishment amount in the region． It could promote mutual supervision and competition among water users, conducive to fully mobilizing initiative of water users and enhancing their awareness of water saving． It had value of popularization and application．