OBJECTIVE： To consider the heterogeneity of patients’ acceptance of generic drugs， to establish a game decision-making model between pharmaceutical enterprises and the government， and to provide decision-making basis for the government to formulate subsidy policies for the generic drug conformance assessment. METHODS： A two-stage game model was established on the basis of patient heterogeneity under three subsidy strategies： the government does not subsidize， subsidize generic drug companies and subsidize patients. Effects of patient heterogeneity on the decision-making of pharmaceutical enterprises and the government were compared and analyzed under three subsidy strategies. RESULTS： With the increase of patients’ recognition of generic drugs， the market demand for generic drugs is also increasing. The relationship between the market price of generic drugs and government subsidies was negatively correlated when subsidies were given to generic pharmaceutical enterprises， and positively correlated when subsidies were given to consumers. CONCLUSIONS： Government subsidies can increase consumer surplus and social welfare， and the social benefits of government subsidies for patients and generic pharmaceutical enterprises are the same. On the premise of achieving the same social welfare， the government can adopt the strategy of subsidizing generic pharmaceutical enterprises to reduce government expenditure. The form of subsidizing patients is adopted to encourage the generic pharmaceutical enterprises to carry out the generic consistency evaluation.