Chaos and sub-harmonic bifurcations of a simple SIR model with periodically and parametrically nonlinear incidence rate are investigated analytically with the Melnikov method and sub-harmonic Melnikov method, respectively. The critical curves of chaos for the model with the periodically and parametrically nonlinear incidence rate are studied analytically for the first time. Some new interesting dynamic phenomena are presented and proved rigorously, including the nonchaotic band, controllable frequencies and even controllable frequency interval, which may exist for some system parameters in this model. The sub-harmonic periodic orbit family is derived. It is presented that sub-harmonic bifurcations with even order and integer order may exist in the system. The sub-harmonic bifurcation conditions are obtained rigorously for two different starting points. Numerical simulations including phase portraits, Poincaré sections, basins of attraction and Lyapunov exponents are given to verify the chaos threshold obtained by the analytical results. It is also shown that the system can undergo chaos through even-order sub-harmonic bifurcations.