Drill string torsional and longitudinal oscillation can significantly reduce axial drag in horizontal drilling. An improved theoretical model for the analysis of the frictional force was proposed based on microscopic contact deformation theory and a bristle model. The established model, an improved dynamic friction model established for drill strings in a wellbore, was used to determine the relationship of friction force changes and the drill string torsional vibration. The model results were in good agreement with the experimental data, verifying the accuracy of the established model. The analysis of the influence of drilling mud properties indicated that there is an approximately linear relationship between the axial friction force and dynamic shear and viscosity. The influence of drill string torsional oscillation on the axial friction force is discussed. The results indicated that the drill string transverse velocity is a prerequisite for reducing axial friction. In addition, low amplitude of torsional vibration speed can significantly reduce axial friction. Then, increasing the amplitude of transverse vibration speed, the effect of axial reduction is not significant. In addition, by involving general field drilling parameters, this model can accurately describe the friction behavior and quantitatively predict the frictional resistance in horizontal drilling.