Traditional social work depends on governmental and nongovernmental departments while modern social work evolves in forprofit division hand in hand with those traditional ones, and has become the fastest developing area in the social work of western countries. On the basis of discussing the professionalization of social work occupations in the Western countries and welfare pluralism, this paper analyzes the development of professional social work in private practice and forprofit organizations in western countries, and proposes the consistent adherence to the development of welfare diversity, improvement of professionalization and regulation of professional ethics for the development of social work in China, in order to promote the growth of professional social work in forprofit organizations in our country.

Adolescence is an important stage in which adolescents develop their selves and plan for the future. The futures they imagine as possible for themselves will shape their engagement in society as a whole and channel their efforts towards or away from productive action. Possible selves are what individuals envisage for themselves in the future, including the selfconcept of what they may become, what they want to become and what they are afraid of becoming. This paper introduces possible selves theory and its application in youth social work, including the concept, function, applicability and application scheme of possible selves. It will act as a reference for social workers in our country in their case work and group work, to promote positive youth development.

 The training of social work talents of ethnic minorities is one of the major tasks of the development of the ethnic social work, and also the inevitable requirement of the localization of social work in ethnic minority regions in our country. However, as a result of geographical, economic, cultural and many other factors, the cultivation of social work professionals in the ethnic minority areas is relatively slow. All sectors including the government and social organizations, should jointly solve the problem and explore an effective path for the cultivation of social work talents of ethnic minorities.

Taking social workers in Guangzhou as research object, this paper finds that the overall level of current social workers professional identity is comparatively high, through the analysis of factors like occupational values, feelings and competence. The development of the whole industry, management of agency, professional salaries, team relationships, occupational prestige and social identity, channels for promotion and career prospects are the important factors that affect social workers professional identity. But professional salary is not the primary factor that affects social workers professional identity. Multiple regression analysis shows that social workers professional identity is closely related with the development of their professional competence. Individuals with low professional identity have negative emotions, take cynical attitude towards jobs and show ennui in their profession, affecting the development of their professional competence. Vice versa. Individuals with high professional identity will take positive attitude and continues to learn and improve their professional competence. Lastly, countermeasures to improve the level of social workers professional identity are offered from the four aspects of government and society, social work service agencies, schools and individuals, so as to maintain the stability of social worker teams.

As the frontier of reform and opening up, as well as one of the birthplaces of volunteer service, the Pearl River Delta is actively exploring and innovating diversified paths for the institutionalization of volunteer service in the new historical period, forming five models which are the "toplevel designs to promote the institutionalization of voluntary service ( Shenzhen), "projects innovation to promote the institutionalization of voluntary service (Guangzhou), "association cooperation to promote the institutionalization of voluntary service (Foshan), "professional support to promote the institutionalization of voluntary service(Zhongshan)" and "civilization cultivation to promote the institutionalization of voluntary service(Huizhou)". All of the above experience is worthy of research and promotion. The construction process of volunteer service institutionalization should be coordinated by the Steering Committee for the Construction of Spiritual Civilization, to meet the demand of various local characteristics and requirements, and build up a system of integrated diversity, so as to speed up social construction, innovate social governance and promote the improvement of peoples livelihood.  

Currently, the new generation of migrant workers has become an important group of urban society. They have made a significant contribution to promoting the economic and social development of the city. They are working and living for a longterm in the city, and have aspirations to integrate into urban society. But generally speaking, their living conditions in the city are not so optimistic, meaning that they have not really integrated into urban society. The community is the most important carrier for the implementation of social management and promotion of new generation of migrant workers integration into the city. It will be an effective path selection to solve the city integration for the new generation of migrant workers by taking the community as a breakthrough point to include them into the urban community service and management system, strengthening their belonging and identification of the city.

The main measures for the social development include social charity, social work and social policy, which arent mutually exclusive but can be blended. Institutional social development, social coordination which can combine all kinds of social development ways and coordinate with social and economic policy, can be implemented. Therefore, we should mobilize  efforts of government, market and society to promote the promulgation  of economicrelated social policies, the positive role of government and policies, the establishment of the base and framework of the social coordination  organization, the cultivation of professional talent, the construction of the arena and circumstance for social coordination, and the fusion of social development, economic activity and social development approach, so as to improve the public welfare and finally promote the whole social development.

At present, the evaluation of social work services is carried out according to different models, such as process evaluation, outcome evaluation, costefficiency evaluation, costbenefit evaluation and so on. These evaluation methods divide a complete social program into different parts, and each of them only focuses on one part of the program. Based on the connotation of social work evaluation and the chronological order of social work service, the process evaluation, outcome evaluation and costbenefit evaluation can be integrated into a comprehensive model, and operated in the form of program theory evaluation, monitoring evaluation, impact evaluation and costbenefit evaluation.

To provide migrant workers children with proper education is a major task to retain talents and promote education equality. Taking Zhongshan City, which features of a large size of migrant workers children, mainly from outside Guangdong province and educated in privatefunded schools, as a sample, this paper details the relevant policies provided for migrant workers children to receive compulsory education in Zhongshan City, analyzes the challenges that the city faces in aspects like insufficiency of school positions in publicfunded schools, education fund, enrollment for students from outside Guangdong and development of privatefunded education,and proposes several suggestions to deal with challenges, including the expansion of public school position, the increase of public investment, and the provision of more opportunities to high school for migrant workers children, regulating the education enrollment system and supporting the development of private education.

Taking Gulou community oldage household care service in Fuzhou City as the research object, this paper analyzes the practice of oldage household care service. Community oldage household care service station is founded to provide free services, lowcost services and paid services according to the elderly different needs and its service contents are diversified and personalized. Because oldage household care service isnt mature, some problems appear inevitably in the process of the exploring practice, such as less participation of service providers, incomprehensiveness of hardware and software facilities, uneven development of service projects. Therefore, in order to promote oldage household care service, Gulou government should take the following measures: intensify the publicity to change ideas; strengthen the government leadership and make a clear division of labor; implement the standard management and improve efficiency; integrate social resources and ensure the quality. With these measures, it would better meet the needs of the elderly to build a harmonious community.

 Based on a survey of  graduates of Business Administration in the universities of Guangzhou Higher Education Mega Center, and combined with an analysis of the employment situation of graduates from Guangdong University of Technology in the last five years, this article makes a comparison and analysis of the present employment of Business Administration graduates, and points out that their employment has an utilitarian tendency, with a small number of students seeking graduate studies and a very low rate of both selfemployment and employment. The reasons underlying the employment trouble is analyzed from the aspects of teaching, social practice, graduate identity and career planning. In addition, the author puts forwards some countermeasures and suggestions.

 A recently developed online televisionadvertising formats display a banner ad whenever a viewer watches a streamingvideo program. This study interviewed 30 users from the perspective of consumers brand attitude and find out the impact of brand recognition, location and content of advertisement, advertisement attitude and brand attitude on the effectiveness of this type of advertisements. The results demonstrate that the length and frequency of advertising exposure should be controlled; the characteristics of online media should be taken into consideration in the process of producing online TV advertising, so as to form a synergistic effect between online and offline media.

Service assistance is an overall extension of the urban poverty relief system in terms of concept, content and form in this new era. It carries out social assistance in the form of providing the poor with services and is an essential part of Urban Poverty Relief System. Cooperating well with three existing urban assistancesbasic living assistance, special assistance and emergent assistance, it could efficiently solve the conflicts between institutional rigidity and the variety of needs in the antipoverty practices. This paper also offers policy suggestions for service assistance from the point of framework design, mechanism setting, techniques, supervision and evaluation, fund guarantee.