Abstract: In order to support sustainable and healthy development of kiwifruit industry in Zhouzhi County, Shaanxi Province, based on current development status of kiwifruit industry in Zhouzhi County, SWOT analysis method was used to sort out influencing factors of industrial development and identify crux and pain points．Research has found that kiwifruit industry in Zhouzhi County has not yet formed large-scale production, and quality of fruit cannot be effectively guaranteed．Backward organizational and management methods seriously affect comprehensive competitiveness of kiwifruit industry in Zhouzhi County．To enhance economic benefits of local kiwifruit industry, policy guidance should be strengthened to promote standardized production of kiwifruit industry in Zhouzhi County, with a focus on cultivating market operators with brand influence, and utilizing e-commerce platforms to promote brands．