Rising competition among retailers, coupled with the economic recession and its influence on the consumers' cautiousness in consumption causes private label to become a new profit protection policy for the retailer industry. Private label symbolizes that retailers control the channel. As consumers recognize private label more , it will gradually influence the public¡¦s consumption attitude. The research conducted among three successful private label retailers and used the case interview. Aimed at the product features, brand equity, pricing strategy, promotion and channel of private label products and used different dimensions to probe into each case company¡¦s strategy. The private label strategy of retailers is summarized through the categorization analysis . The survey of the consumer behavior are framed six items: product features, brand equity, price, promotion, channel and service , then do the questionnaire survey on Costco consumers who purchase private label. Also view the satisfaction condition from Costco consumer with regards to private label. The results and conclusions are as follows: retailers mainly focus on private label products that provide quicker circulation and economies of scale. As long as the retailer can provide products whose quality is similar to national brand products at a more competitive price, consumers may choose private label products of good quality and price. Furthermore, in the aspect of promotion, retailers commonly adopt the DM , choosing several private label products to sell at a lower price than promotion price. Finally, in the aspect of channel, due to the less popularity of private label products than national brand product, the retailers have to attract consumers through the national brand in order to give a chance to private label through channel advantage. For example, intensive advertisement inside stores can influence the consumer¡¦s choice by placing private label in the area of consumer¡¦s eye sight zone. Lastly, this study and consumer survey proposes recommendations for retailers based on understanding customer need.