Many of the great strategies of companies with good plans and program face failure. If the managers' mental models as the source of their thinking contradict these plans, these plans will not be successful. Managers can increase the probability of success of strategies by shaping their minds and examining and developing their mental image. One of the products with high potential in EXPORT and foreign exchange in the country and especially in Khuzestan province is dates, which has many areas of growth and progress in this field by creating an efficient marketing and structuring approach. Important and basic EXPORT of Khuzestan dates; Presented a mental model of date EXPORT obstacles in Khuzestan province. This research was a type of exploratory mixed research, in the qualitative part based on the theory derived from the data and in the quantitative part based on the descriptive-survey method. The qualitative part of the tool was a semi-structured interview and the quantitative part was based on a questionnaire. The statistical population in the qualitative section included experts, specialists, and date EXPORTers, and saturation was achieved after interviewing 20 people. In this research, the qualitative part was analyzed with Max Kyuda software and the quantitative part was analyzed based on Lisrel software. The results showed that individual thinking; collective thinking; decision-making power; direct individual understanding; type of individual behavior; Creativity; developing a mental image of oneself; Understanding EXPORT behavior and simplifying complex issues is one of the obstacles to EXPORTing dates. Based on the impact on the central category of the mental model of date EXPORT obstacles, in addition to the quantitative model, the pattern obtained based on the qualitative model was confirmed. Based on the findings, a multi-dimensional marketing system should be created based on the related structure and commercial knowledge to reduce the barriers to date EXPORT, and macro laws and regulations can help in improving and speeding up the barriers in this field.