This paper investigated the traffic assignment problem and parking pricing for a single origin-destination network ride-sharing incentive and heterogeneous cost-sharing proportion. Firstly, a traffic assignment model was established with consideration to heterogeneous sharing proportion of ride-sharing costs, the success rate of ride-sharing matching, bus congestion effect and road congestion effect. Then, a parking strategy was proposed to encourage ride-sharing as well as park-and-ride. Numerical results shown that the sharing proportion of ride-sharing cost affects the matching success rate of drivers and passengers. When the matching success rate is low, the expected travel cost of both sides will be very high. As a result, travelers’ willingness to ride-sharing is reduced or even have no intention to participate in riding-sharing. In addition, the introduction of ride sharing is win-win for the travelers and efficiency of the connecting system. Reasonable parking fees and ride sharing incentives could significantly increase travelers’ willingness to participate in ride sharing, increase the number of successful ride-sharing matching, and improve the system efficiency. © 2023 Systems Engineering Society of China. All rights reserved.