The research of excitation level dependence of ZnO UV and visible luminescence was carried out. To describe the behavior of radiation intensity there was proposed the model based on the set of rate equations. The simultaneous equations include the set of parameters which characterizes processes participating in luminescence. The values of parameters were estimated using experimental dependence of luminescence intensity on excitation level. Proposed model can give the way for optimization of samples structure to maximize the effect of surface plasmon resonance influence on luminescence intensity.