Alumina is widely used as support in the industrial catalytic process. As a common impurity, the sulfur species, which are often considered a harmful component, play a positive role in some petrochemical reactions. Herein, the S-modified catalysts were fabricated using the exogenous/endogenous deposition method to study the effect of the sulfur induced by introduction approaches. Series characterizations reveal that the exogenous sulfur from the sulfidation treatment affects the active metals by poisoning the low-coordinated sites, leading to the active metal sites decrease. As for the endogenous deposition method, besides the poison effect, the removal of the endogenous sulfur from the S-contain alumina support can produce oxygen vacancies, which can not only act as acid sites but work as an electron acceptor that optimizes the catalyst electronic structure. Benefits from the effect of endogenous sulfur, the catalyst with a suitable catalytic metal/acid microenvironment exhibit the best dehydrocyclization performance.