Abstract: According to status of apple production and market in Liquan county of Shaanxi province，based on the SWOT analysis method，development of apple industry in Liquan was studied，advantages and disadvantages of apple industry in Liquan were analyzed，future development direction of apple was better grasped，and reasonable development countermeasures were put forward.Quality of apples was improved mainly from 4 aspects，including brand image，planting scale，product diversification and marketing strategy in order to maintain apple industry in Liquan has long-term sustained competitiveness，remodel apple image，and enhance core competitiveness of Shaanxi apple industry.