The Xiangxi phoenix folk culture shows distinctive characteristics, which is inherited for thousands of years, being considered as the most important intangible cultural heritage of China. However, the excessive commercialization and the non-protective exploitation leads to the serious inheritance problem, the scientific protection and exploitation are the non-ignorable problem with respect to phoenix folk culture. Focusing on the major problem of protecting and developing the phoenix folk culture including the deviation of original, weakened oral arts, unscientific management and the short of refining and innovation, the best protection and inheritance should be achieved by scientific method, reasonable development approach, innovative mode, combined with modern culture and techniques.