In　order　to　understand　the　mode　shift　behavior　of　car　travelers　and　relieve　traffic　congestion,　a　Stated　Preference　survey　has　been　conducted　in　the　city　of　Ji＇nan　in　China　to　analyze　bus　choice　behavior　and　the　heterogeneity　of　car　travelers.　Several　discrete　choice　models,　including　multinomial　logit,　mixed　logit　and　latent　class　model　(LCM)　are　developed　based　on　these　survey　data.　A　comparative　analysis　indicates　that　the　LCM　has　the　highest　precision　and　is　more　suitable　to　analyze　the　heterogeneity　of　car　travelers.　The　LCM　divides　car　travelers　into　three　classes.　Different　classes　have　different　sets　of　influencing　factors　in　the　model.　Policy　recommendations　are　also　proposed　for　those　classes　to　promote　bus　shift　from　car　travelers　based　on　the　model　results.　Finally,　sensitivity　analysis　on　parking　fees　and　fuel　cost　is　carried　out　on　the　LCMs　under　different　bus　service　levels.　Car　travelers　have　different　sensitivities　to　the　influencing　factors.　The　conclusions　indicate　that　the　LCM　can　reflect　the　heterogeneity　and　preferences　of　car　travelers　and　can　be　used　to　understand　how　to　shift　the　behavior　of　car　travelers　and　make　more　effective　traffic　policy.