Shale oil and gas has become new energy growth area in China. In order to establish the well logging evaluation method of this kind of reservoir, taking the exploration well Luo 69 of Luojia area as example, the shale lithofacies, reservoir space type, physical properties and oiliness are systematically analyzed, and the logging parameter quantitatively models including mineral constituent of calcium, quartz, and clay content, and porosity, water saturation and total organic carbon are also established. urthermore,the shale formation is divided into four types based on the varied oil and gas quality, in which, the type I is of the best oil quality. This research provides an effective reference for the deployment of the first shale horizontal well in Shengli Oilfield, and achieves a good result. It can provide reference for todays shale oil and gas exploration.