Rewarding　and　charging　strategies　are　important　to　solve　the　problem　of　traffic　congestion.　On　the　basis　of　a　survey　in　Beijing,　this　paper　conducts　an　exploratory　research　for　the　travel　mode　choice　behavior　under　these　two　strategies.　The　results　show　that　more　car　commuters　choose　to　travel　during　off-peak　hours　under　the　rewarding　strategy,　and　there　is　a　better　effect　for　car　travelers　to　give　up　their　car　trips　under　the　punishments　measures.　Based　on　Prospect　Theory,　most　of　travelers＇　choices　are　＇gains＇　under　the　rewarding　measures,　while　under　the　charging　measures,　most　face　＇loss＇.　Different　groups　show　different　risk　preference　in　travel　choices.　In　order　to　attract　more　car　commuters　to　transfer　to　travel　during　off-　peak　period,　rewarding　measures　are　more　suitable　for　middle-　income　groups　and　punishments　measures　are　more　applicable　for　high-　income　groups.　For　guiding　more　car　commuters　to　transfer　to　use　other　travel　modes,　the　two　measures　work　more　effectively　to　lowincome　groups.　The　conclusions　will　provide　information　for　producing　traffic　demand　management　policy.　Copyright　©　2018　by　Science　Press.