By using microscopy, pyrolysis, helium porosity, pulse permeability and XRD whole rock mineral analysis, the main controlling factors of shale oil enrichment were studied in the Zhanhua Sag, Jiyang Depression, Bohai Bay Basin. The results show that the hydrocarbon generation potential and storage capacity are the two important factors controlling shale oil enrichment. For hydrocarbon generation, the abundance, type and maturity of organic matter are the decisive factors. For hydrocarbon storage, the development of laminar texture and microfractures is beneficial to improving the reservoir capacity of shale. The laminar organic-rich lithofacies has excellent hydrocarbon generating ability and reservoir capacity so it is the most favorable lithofacies for shale oil exploration. Laminar texture, overpressure and microfractures could improve the flow ability of shale oil. In addition, brittle minerals and overpressure are conducive to the fracturing exploration.