End-to-end optimization capability offers neural image compression (NIC) superior lossy compression performance. However, distinct models are required to be trained to reach different points in the rate-distortion (R-D) space. In this paper, we consider the problem of R-D characteristic analysis and modeling for NIC. We make efforts to formulate the essential mathematical functions to describe the R-D behavior of NIC using deep network and statistical modeling. Thus continuous bit-rate points could be elegantly realized by leveraging such model via a single trained network. In this regard, we propose a plugin-in module to learn the relationship between the target bit-rate and the binary representation for the latent variable of auto-encoder. Furthermore, we model the rate and distortion characteristic of NIC as a function of the coding parameter $lambda$ respectively. Our experiments show our proposed method is easy to adopt and obtains competitive coding performance with fixed-rate coding approaches, which would benefit the practical deployment of NIC. In addition, the proposed model could be applied to NIC rate control with limited bit-rate error using a single network.