Dates is one of the most important economic trees in shaanxi province, has a long history, especially the planting area along the Yellow River with its unique natural climatic conditions to become the best ShiShengOu mlo), has been shaanxi province is the traditional cultivation areas and discovered the biggest production Dates area. In the construction of new countryside situation, development characteristic agriculture, efficient agriculture, increasing the farmers' income, improving the standard of peasants' living is an important task of current agricultural production. The Yellow River in shaanxi TanZao industry as the characteristic agriculture, how to efficient development way, is the current local agriculture industry structure adjustment is one of the primary missions. This paper analyzes the present situation of the development of domestic jujube industry, trends and the Yellow River TanZao industry development conditions. Through Dates along the yellow beach jujube producing variety resources, production, management, and service system etc, think the investigation TanZao industry restrict shaanxi the Yellow River is the key element of small-scale peasant consciousness is strong, lack: scientific production management system; Government support for small and implementing policy low efficiency,; Red jujube base facility backwardness, incomplete service system, technical less input; Between competition is intense, the county not the integration of a large brand; Marketing channel, market penetration. Aiming at these problems, puts forward the following countermeasures: establish development modern production management idea; Strengthening the government support strength and policy implementation; Strengthening the construction of jujube base, scientific technology investment; Implementation across county industrialization, strengthen jujube county cooperation; Perfecting the market marketing system and increase market share. 【 keywords 】 Yellow River beach Dates; Dates industry; the beach Brand strategy