The demand response of modern electric vehicle (EV) users is characterized by diversity and fuzziness of willingness. When a single incentive policy is implemented, the EV response will not achieve the desired effect. Therefore, this paper proposes a master-slave game optimization scheduling strategy for an EV microgrid considering the multi-mode demand response and fuzzy intention of vehicle owners. The main body of the microgrid formulates a multi-mode dynamic electricity price incentive policy for net load, guides the EV to make choices in multi-mode electricity price, and promotes orderly charging and discharging of EV. It also realizes minimum net load mean square deviation and operational cost. Based on the fuzzy logic reasoning willingness decision, the vehicle owner responds to the multi-mode dynamic electricity price to minimize the vehicle owner cost. The NSGA-II algorithm is used to analyse the optimization model to obtain the optimal multi-mode dynamic electricity price and EV charging and discharging strategy. Simulation results verify the effectiveness of the proposed method. This work is supported by the National Natural Science Foundation of China (No. 51607105).