贴近大众是赢得收视率的基本策略。凤凰卫视摒弃文以载道的宣教姿态,采用了以娱乐化为外在表现、以人性化为基底的大众传播策略,获得了预期的品牌美誉和收视回报。但更重要的是,这种策略的成功作为一种建构因素,反过来对凤凰卫视节目 Close to the public is to win the basic strategy of ratings. Phoenix TV abandoned the article’s missionary attitude, adopted a mass media strategy that uses entertainment as its external manifestation and humane as its base, and won the expected brand reputation and viewing return. But more importantly, the success of this strategy as a constructive factor, in turn, on the Phoenix TV program