In view of theories relating to private brand management, as well as investigations of both the interior data of the chain and the exterior data of the consumers, there are some problems relating to private brand existing in ZhuzhouVanguard, such as:the proportionof PB products is quite small； the price is unreasonably fixed； the quality can hardly be ensured and so on. Accordingly, we should take the following countermeasures, maintaining the reputation of the supermarketand and enhancing the brand recognition; focusing on the needs of consumers and keeping up with the R&D information of the products; adopting suitable price strategy and avoiding the single low-price way; choosing the suppliers cautiously and improving the quality of PB products; emphasizing on the innovation and carrying out the differentiated marketing strategy.