網絡視頻貼片廣告效果影響因素探索

周文娟， 黎 斌

（1.廣東工業(yè)大學藝術設計學院，廣東 廣州， 510090；2.暨南大學新聞與傳播學院，廣東 廣州， 510632）

?

網絡視頻貼片廣告效果影響因素探索

周文娟1， 黎 斌2

（1.廣東工業(yè)大學藝術設計學院，廣東 廣州， 510090；2.暨南大學新聞與傳播學院，廣東 廣州， 510632）

網絡視頻貼片廣告是伴隨在網絡視頻播放前中后出現(xiàn)的廣告。從消費者認知過程出發(fā)，通過對30位用戶進行深度訪談，得知品牌認知度、廣告位置、廣告內容、編排方式與廣告態(tài)度、品牌態(tài)度關系密切，對網絡視頻貼片廣告效果具有影響。應合理控制投放時長、展示頻次，內容制作應結合網絡媒體特性，多屏聯(lián)動創(chuàng)造協(xié)同效應。

網絡視頻貼片廣告；廣告態(tài)度；廣告效果

作為互聯(lián)網應用的熱點，基于視頻內容的網絡視頻廣告不單成為廣告主熱捧的廣告?zhèn)鞑バ问?，也成為業(yè)界和學界關注的熱點。有學者在相關論文中指出網絡視頻廣告比包括傳統(tǒng)電視廣告的其他媒體廣告更加有效。[1]由于互聯(lián)網的多樣性和靈活性，讓網絡視頻廣告有了更加豐富的表現(xiàn)形式。張瑩總結了國內外網絡視頻廣告的類型，基本為前置式廣告、視頻貼片廣告、視頻浮層廣告、播放器背景廣告、UGA視頻植入式廣告。[2]網絡視頻貼片廣告屬于網絡視頻廣告，是伴隨在網絡視頻播放前中后出現(xiàn)的廣告，包括前貼片廣告、內貼片廣告、視頻暫停彈出廣告、后貼片廣告。

網絡視頻貼片廣告的廣告效果測定和評估發(fā)展模式處于萌芽期：一是網絡視頻貼片廣告還未有統(tǒng)一的第三方檢測，二是廣告效果評估多采用傳統(tǒng)電視按展示付費的方式（CPM）。從技術操作性層面上，大數(shù)據的分析平臺讓網絡視頻貼片廣告投放精準度有了大幅提升。但是有哪些因素會影響消費者廣告態(tài)度，而廣告態(tài)度又是以怎樣的方式作用于廣告效果？大數(shù)據平臺是無法展現(xiàn)這些因果關系的。這些因果關系需要從消費者認知的角度入手進行探尋。

一、文獻綜述

（一）廣告效果的理論背景

基于效果層次的模型框架，廣告認知會影響廣告態(tài)度[3-4]，廣告態(tài)度會影響到品牌態(tài)度[5-8],品牌態(tài)度與廣告效果相關[9]。相關研究指出，不管是低卷入度還是高卷入度的產品，品牌態(tài)度比購買意愿更加適合測量廣告效果[10]。同時，品牌態(tài)度也是最先能引發(fā)消費者行為改變的因素[11]。廣告態(tài)度比品牌態(tài)度更早對消費者行為產生影響，消費者喜歡的廣告能喚起注意；其厭惡的廣告就算不停地在消費者面前展示，也只會引起消費者回避或者厭煩的情緒。[12]

廣告態(tài)度作為調節(jié)變量能影響品牌認知和品牌態(tài)度，MacKenzie等依此提出了廣告態(tài)度的雙中介影響模型（見圖1）。[13]后續(xù)的研究也提出廣告態(tài)度能影響品牌認知和品牌態(tài)度，品牌認知也能對品牌態(tài)度產生影響。[14]

Cad—廣告認知 Aad—廣告態(tài)度 Cb—品牌認知 Ab—品牌態(tài)度 PI—購買意愿

圖1 廣告態(tài)度的雙重中介模型（MacKenzie & Lutz 1986）

廣告態(tài)度的雙重中介模型證明了廣告認知、廣告態(tài)度、品牌認知、品牌態(tài)度與廣告效果之間的關系，但是并沒有進一步闡述在具體的廣告投放環(huán)境中，有哪些因素影響了廣告認知、廣告態(tài)度、品牌認知和品牌態(tài)度，并構成了怎樣的結構關系。廣告態(tài)度作為中介變量，通過哪些因素調節(jié)和影響其他變量也是有待探求的。

（二）廣告效果的影響因素

1.網絡視頻貼片廣告位置

張莉通過問卷，調查了大學生網絡視頻使用行為及其對網絡視頻廣告的態(tài)度，發(fā)現(xiàn)前貼片廣告注意力最高，播放中的彈出廣告注意率也較高。[15]陽獅銳奇集團“2012泳道項目”發(fā)現(xiàn)，視頻廣告前貼片與中插廣告視覺情緒分數(shù)相差甚微，差異不顯著。[16]網絡視頻貼片廣告的時長主要為5秒、10秒、15秒和30秒，并與視頻時長有很強的關聯(lián)性。如果短視頻碰上長時間的廣告，會引起受眾的不滿情緒。[17]

2.網絡視頻廣告內容

也有學者從網絡視頻廣告的視頻形象、視頻內容及情境因素三個方面進行研究。發(fā)現(xiàn)喚醒度、愉悅度與網絡視頻廣告的外觀吸引力、播放質量和信息相關度有顯著的正向影響。情感體驗與品牌認知對消費者的愉悅度產生正向影響。[18]這項研究界定的網絡視頻廣告范圍較廣，忽略了網絡視頻廣告插入的整體環(huán)境是在網絡視頻的間隙或播放時間段，在評估網絡視頻貼片廣告時具有局限性。

3.網絡視頻貼片廣告頻次

廣告頻次增加能增強品牌認知[19]，并隨著時間的累積其廣告效果逐漸下降[20]。網絡視頻貼片廣告中的視頻暫停彈出廣告，雖然廣告暴露時間短，但是其重復的廣告頻次能確保廣告的認知效果。[21]

綜上所述，網絡視頻貼片廣告效果影響因素的研究多散布在不同文獻中，不同因素轉換為影響網絡視頻貼片廣告效果的前因變量也不明晰。如果僅立足于驗證已有的影響因素，難以整合具體模型與因素間的關系。本文以效果層次模型作為框架，應用質性研究方法，為梳理網絡視頻貼片廣告效果，影響因素的前因變量做探索性研究。

二、研究方法與研究設計

研究選取了廣東高校的30名本科生作為訪談對象。中國互聯(lián)網絡信息中心發(fā)布的《2013年中國網民網絡視頻應用研究報告》顯示，與整體網民相比，網絡視頻用戶中，年齡結構偏年輕化，其中大學本科以上學歷者高出整體網民 2.6 個百分點。使用大學生作為訪談對象，在樣本上具有一定的代表意義。同時，質性研究注重研究對象提供的相關材料的豐富性，而不是強調樣本量數(shù)量的大小。Holstein建議，線性主題的深度訪談樣本數(shù)在28～40為宜，能保證研究的集中度和有效性。[22]

2014年5—6月，研究人員對30名本科生（男女各占一半）進行了半開放式訪談，訪談時間在1個小時左右。訪談前確保被訪者有經常觀看網絡視頻的習慣。同時，為防止受訪者對于網絡視頻貼片廣告認識模糊的問題，在訪談前介紹網絡視頻貼片廣告的概念及分類。解釋訪談采用半結構式問卷進行，將問題按照效果層次模型中的認知（包含廣告認知、品牌認知），情感（包含廣告態(tài)度、品牌態(tài)度），行動（購買意向）順序組合，以便于發(fā)掘廣告效果前因變量間的關系。

訪談的主要內容包括：（1）不提示品牌及其廣告的情況下，請受訪者回憶印象較深的網絡視頻貼片廣告有哪些；（2）品牌名稱是什么，觀看廣告前是否已經熟知該品牌了；（3）舉其中一例，詳細介紹貼片廣告在視頻中的位置；（4）詳細描述廣告的內容；（5）觀看完廣告后，情緒如何，對廣告的態(tài)度如何，對品牌的態(tài)度如何。

在深度訪談后，另外抽取了20名本科生分成4個小組，分別展開焦點小組訪談。訪談結果用來驗證半開放式訪談結果與現(xiàn)實的符合度。

三、研究發(fā)現(xiàn)

（一）成熟品牌回憶度高，新品牌回憶度低

在不提示品牌及其廣告的情況下，10名受訪者能回憶起4個成熟品牌，占受訪者比例的33%；5名受訪者能回憶起3個成熟品牌，占受訪者比例的17%；6名受訪者能回憶起2個成熟品牌，占受訪者比例的20%。新品牌大致只記得廣告內容，但品牌名稱無法記住。

成熟品牌能在消費者頭腦中產生大量的信息聯(lián)想點，能讓消費者啟動對廣告信息的自動化加工程序。品牌熟悉度對品牌態(tài)度、消費者購買意愿都存在正面影響。[23]陳寧在相關研究中也指出，新品牌在剛進入市場時應多在消費者面前展示，廣告的“純粹接觸效應”能給消費者留下熟悉感，增加品牌被選擇的概率。[24]

（二）網絡視頻貼片廣告與其他屏幕多屏聯(lián)動能保證記憶度

每個受訪者都舉了一例印象最深的網絡視頻貼片廣告，共計30則廣告。18位受訪者表示，廣告內容在PC以外的終端看過，占30則廣告的60%。PC以外的收視終端主要為電視、平板電腦、手機、地鐵。

多屏聯(lián)動覆蓋消費者的生活動態(tài)線，能增加廣告暴露頻次，同時緩解密集在某一終端投放廣告帶給消費者的厭煩感。僅在PC終端看過廣告并記住廣告的受訪者，對于密集出現(xiàn)在長視頻中的貼片廣告，表示很厭煩。在其他終端也看到廣告的受訪者，回憶起當時的感覺是“平靜”“熟悉”，情緒更加和緩一些。受訪者能以更平和的心情來進行廣告信息的自動化加工程序，其對廣告的好感度也更高一些。

（三）前貼片廣告在廣告認知度上優(yōu)于其他位置的廣告

被受訪者提及的30則廣告中，28則廣告為前貼片廣告，2則為內貼片廣告，暫停廣告有1則，后貼片廣告為0。

前貼片廣告在品牌認知度上優(yōu)于其他位置廣告，同時其60秒的長度也導致了受訪者的反感情緒。受訪者對于過長前貼片廣告時間的，會采取瀏覽其他頁面或離開等逃避方式。被受訪者舉例的視頻暫停廣告有1則，是因為這則暫停廣告內容與視頻前貼片廣告一致。對于視頻暫停彈出廣告，受訪者表示一般沒有在意。兩則被記住的內貼片廣告則明顯觸發(fā)了受訪者的厭惡情緒。關于后貼片廣告，30位受訪者沒有一人看過。受訪者基本表示等視頻結束就直接關掉播放器。

（四）廣告內容和編排方式直接影響廣告態(tài)度

30則廣告中女性受訪者多會因為代言人而記住廣告，受訪者對代言人的好感也會轉移到其代言的品牌上。[25]廣告背景音樂和廣告畫面質量直接影響廣告態(tài)度。前貼片廣告的前5秒呈現(xiàn)的整體內容好壞，決定著后面的廣告是否會淪為無效展示。前貼片廣告的編排方式也會影響廣告態(tài)度。

（五）強迫認知的廣告對新品牌的品牌態(tài)度影響較大

對于已有品牌認知的成熟品牌，消費者的品牌態(tài)度受廣告態(tài)度的影響較小。而新品牌的廣告態(tài)度則會對品牌態(tài)度產生直接影響。[26]訪談資料也印證了這一點。有受訪者表示，熟知品牌廣告投放過于密集會對廣告有厭惡和逃避的感覺，但是對品牌態(tài)度影響不大。而新品牌如果廣告內容粗糙，或者播放過于頻繁，受訪者對廣告的厭惡態(tài)度則會轉移到品牌上面。

綜合上述研究，結合廣告態(tài)度的雙重中介模型，得到了網絡視頻貼片廣告因素模型圖（見圖2）。

Cad—廣告認知 Aad—廣告態(tài)度 Cb—品牌認知 Ab—品牌態(tài)度 PI—購買意愿

圖2 網絡視頻貼片廣告影響因素模型圖

四、研究啟示

（一）網絡視頻貼片廣告投放時長、展示頻次需要合理控制

視頻網站行業(yè)主要的盈利來源是廣告，增加廣告時間段能給網站直接帶來收益。但是，廣告時間段過長，也會對廣告主產生不利影響，導致廣告淪為無效展示。調查顯示，僅有約合10%的用戶能忍受10秒以上的廣告，50%左右的用戶能接受的廣告長度為5秒。[27]

在展示頻次方面，目前視頻網站基本采取定向而非定量的貼片投放方法進行投放，只要用戶區(qū)域不變，看到類似內容的概率很高。在研究中發(fā)現(xiàn)，受訪者同一廣告觀看3次后，就會有厭煩情緒。新品牌的高頻次展示帶來的負面廣告態(tài)度更容易轉移到品牌態(tài)度上。

廣告主投放廣告可將前貼片廣告和暫停廣告結合，在視頻的不同位置鞏固消費者的廣告認知。簡短的強制性的前貼片廣告能讓消費者留下印象，暫停廣告打擾度較低，能再次加強品牌的展示。兩者結合才能達到良好的廣告效果[21]。

（二）廣告內容制作應結合網絡媒體特性

廣告內容應與視頻播放的內容相關。擁有海量視頻信息的視頻網站，能通過不同內容的視頻將用戶進行大致分類，在不同類別的視頻內容里投放相關的廣告。當廣告內容與視頻內容相關度高時，消費者對于廣告的卷入度相應會提高，對廣告的認知度也會更好。

此外，在視頻網站上投放廣告時，廣告主一般直接將電視媒體上發(fā)布的TVC拿來使用。他們僅僅將網絡作為一個投放平臺，忽略了網絡媒體特性。Web2.0時代， UGC（用戶生成內容）廣泛流行，個性化分享成為網絡媒體的重要特征。廣告公司需要制作和投放值得分享的廣告，讓消費者在觀看到廣告時愿意與廣告互動，并能便利地通過社交工具分享給好友。好友間的分享能使廣告在網絡上完成二次傳播。

（三）大視頻時代，廣告投放需要多屏聯(lián)動創(chuàng)造協(xié)同效應

大視頻時代，消費者跨屏使用行為伴隨著其一天的生活作息，加上4G時代的來臨，視頻已經覆蓋在消費者生活的每一個時間段。將消費者所接觸的屏幕結合起來，多屏聯(lián)動能創(chuàng)造協(xié)同效應。廣告中的協(xié)同效應是廣告戰(zhàn)役中各個媒體相互影響、相互合作的關系，當各個媒體共同作用產生的效果大于單個媒體的各自運作的效果之和時，即形成了協(xié)同效應。[28]

多屏聯(lián)動不但擴展了消費者的接受空間，還延伸了廣告?zhèn)鞑r間，這比僅在同一媒體提升展示頻次更有效果。[29]僅在網絡終端提升廣告展示頻次會引起用戶逃避、甚至厭煩的心理，而控制播放頻次又可能未完成有效達到。這時，多屏聯(lián)動能更好地覆蓋尚未達到的目標人群，同時喚起在網絡終端看過廣告的消費者的回憶。對于上市推廣期的新品牌，能在消費者心中形成良好的品牌態(tài)度。

五、結 語

本研究通過質性研究，將網絡視頻貼片廣告的影響因素整合出一個定性的理論模型。通過理論模型描述了消費者對網絡視頻貼片廣告認知過程中，各個組成部分和變量因素之間的關系，為后期實證研究打下了基礎。

本研究作為一項探索性研究，存在一定的局限性。首先受訪樣本基本來源于高校學生群體，結論難免受到一定的影響，后續(xù)研究在樣本的選擇上可以擴展到不同群體中。其次，未來研究需要通過量化研究檢驗不同因素之間的關系強度。最后，理論運用具有一定的適用性。研究是基于效果層次的理論框架，它類似于AIDA模型，強調的是消費者對信息反應的認知過程，將其涵蓋在認知、情感和行為三個階段組成的一個依次運動的過程。對于基于消費者主動搜索/分享的搜索類網絡廣告或病毒類的網絡廣告，則適用性不強。

[1]LOUGHNEY M, EICHHOLZ M, HAGGER M. Exploring the effectiveness of advertising in the ABC. com Full Episode Player[J]. Journal of Advertising Research, 2008, 48（3）: 320—328.

[2]張瑩. 網絡視頻廣告研究[J]. 寧波大學學報:人文科學版,2010（4）:126—129.

[3]LUTZ R J, MACKENZIE S B, BELCH G E. Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences[J]. Advances in consumer research,1983,10（1）: 532—539.

[4]LUTZ R J. Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework[M]//ALWITT L F,MITCHELL A A, et al. Psychological Processes and Advertising Effects:Theory， Research and Application. New Jersey:Lawrence Erlbaum Associates,1985:45—63.

[5]GARDNER M P. Mood states and consumer behavior: A critical review[J]. Journal of Consumer research, 1985,12（3）: 281—300.

[6]MITCHELL, ANDREW A, JERRY C O.Are Product Attribute Beliefs the Only Mediators of Advertising Effects on Brand Attitudes?[J]. Journal of Marketing Research, 1981, 18（3）: 318—322.

[7]MOORE D L, HUTCHINSON J W. The effects of ad affect on advertising effectiveness[J]. Advances in consumer research, 1983, 10（1）: 526—531.

[8]PARK C W, MARK Y S.Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation[J].Journal of Marketing Research,1986（23）: 11—24.

[9]RYAN M J, BONFIELD E H. The Fishbein Extended Model and Consumer Behavior[J]. Journal of Consumer Research, 1975, 2（2）: 118—136.

[10]PERCY L, ROSSITER J R. A theory-based approach to pretesting advertising. Measuring advertising effectiveness[M].Oxford: Psychology Press ,1997：267.

[11]MORRIS J D, WOO C, GEASON J A, et al. The power of affect: Predicting intention[J]. Journal of Advertising Research,2002,42（3）: 7—18.

[12]HALEY R I, BALDINGER A L. The ARF Copy Research Validity Project[J]. Journal of advertising research，1991, 31（2）: 11—32.

[13]MACKENZIE SB, LUTZ RJ, BELCH GE. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations[J]. Journal of marketing research，1986, 23（2）:130—143.

[14]黃勁松, 王高, 趙平. 品牌延伸條件下的廣告說服——雙中介影響模型的拓展[J]. 心理學報，2006，38（6）:924—933.

[15]張莉. 提升網絡視頻廣告的傳播效果——基于大學生網絡視頻使用行為的調查[J]. 廣告大觀:理論版, 2010（5）:52—54.

[16]鐘書平, 丁俊杰, 陳傳洽. 跨屏傳播策略研究[M]. 北京: 中國傳媒大學出版社,2013:243.

[17]聶艷梅, 程潔. 中國網絡視頻貼片廣告的發(fā)展現(xiàn)狀與發(fā)展趨勢研究——基于騰訊、新浪、網易、搜狐、優(yōu)酷網、土豆網、酷6網、我樂網等8大網站的調查分析[J]. 廣告大觀:理論版,2011（4）:88—96.

[18]萬君, 秦宇, 趙宏霞. 網絡視頻廣告對情感反應和產品購買意愿影響因素研究[J]. 消費經濟,2014（2）:59—65.

[19]PETTY R E, CACIOPPO J T. Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message-Relevant Cognitive Responses[J]. Journal of Personality and Social Psychology, 1979, 37（10）: 1915—1926.

[20]PECHMANN C, STEWART D W. Advertising repetition: A critical review of wearin and wearout[J]. Current issues and research in advertising, 1988, 11（1-2）: 285—329.

[21]NEAL L, BELLMAN S, TRELEAVEN-HASSARD S, et al. Unlocking the" reminder" potential when viewers pause programs: Results from a laboratory test of a new online medium[J]. Journal of Advertising Research，2013， 53（4）: 444—454.

[22]HOLSTEIN A J. Handbook of interview research:context & method[M]. London: Sage publications，2001:453.

[23]朱翊敏, 周延風. 品牌熟悉度和贊助方式對消費者響應的影響[J]. 商業(yè)經濟與管理，2013（1）:43—51.

[24]陳寧. 廣告頻率和品牌成熟度對信息加工模式的影響[J]. 心理學報,2001,33（5）:448—452.

[25]PHILLIPS B J. The role of advertising trade characters in forming product perceptions[D]. Austin: University of Texas at Austin，1993：172.

[26]李瓊, 吳作民. 廣告態(tài)度與品牌態(tài)度作用機制研究綜述[J]. 廣告大觀:理論版,2008（5）:39—44.

[27]孫黎. 網絡視頻廣告回避的影響因素研究[J]. 企業(yè)導報,2013（12）:163—165.

[28]CHANG Y, THORSON E. Television and web advertising synergies[J]. Journal of Advertising,2004,33（2）: 75—84.

[29]BRIGGS R, KRISHNAN R, BORIN N. Integrated multichannel communication strategies: Evaluating the return on marketing objectives-the case of the 2004 Ford F-150 launch[J]. Journal of Interactive Marketing,2005（19）: 81—90.

（文字編輯:賈俊蘭 責任校對：鄒紅）

讀 者 服 務

為了更好地服務讀者，搭建社會工作對話與溝通的聚合平臺，我們特推出讀者調查活動。在此非常希望能得到您的配合，為我們提供寶貴的意見和建議。請劃“√”選擇、填寫您的答案，并把電子版（拍照或掃描）發(fā)送至shhgzygl@163.com。所有參與調查的讀者可參加本刊年度“讀者之星”的抽獎活動，并有望獲取幸運大獎。

1. 您對本刊哪些欄目感興趣？□社會工作 □社會政策 □社會管理 □社會工作人才培養(yǎng)

□博士論壇 □專題調研 □經典案例 □編譯參考

2. 您期望本刊增加什么欄目？

3. 您關注社會學、社會工作、公共政策、社會治理哪些方面的內容？

4. 您希望本刊增加社會工作哪些方面的信息？□學術會議 □名家介紹 □院校、專業(yè)介紹 □資格考試培訓

讀者個人信息（必填）

您所在的學校是否設立社會學、公共政策相關的研究所？

您所在的學校社會工作及社會管理專業(yè)開設的情況

本 科：□社會學 □社會工作 □公共管理

碩士點：□社會學 □社會工作 □公共管理

博士點：□社會學 □社會工作 □公共管理

您所在的學校社會工作專業(yè)的師生人數(shù)教師 □1～5 □6～10 □11人以上學生 □1～200 □201～500 □501～1 000 □1 000～2 000 □2 000人以上

“學院院長”“杰出人才”“高層次人才”招聘

廣東工業(yè)大學坐落在美麗的南國花城廣州，是一所具有50多年歷史的以工為主、多科性協(xié)調發(fā)展的省屬重點大學。借助于毗鄰港澳的地理優(yōu)勢，在廣東經濟蓬勃發(fā)展的帶動下，學校的辦學水平、科研能力和核心競爭力得到了快速提升。

學?，F(xiàn)有全日制在校生47 000余人；設有19個學院和4個公共課教學部（中心），75個本科專業(yè)。具有廣東省重點建設的3個攀峰學科和12個優(yōu)勢、特色學科。有機械工程、管理科學與工程、材料科學與工程、控制科學與工程、化學工程與技術5個一級學科博士學位授權點，26個二級學科博士學位授權點；17個一級學科碩士學位授權點，74個二級學科碩士學位授權點（含MBA）；5個博士后科研流動站。

從2011年起,學校啟動高層次人才引進的“百人計劃”，根據學科發(fā)展方向、平臺團隊建設需求積極引進海內外高端專家和領軍人才。在政府、學校、企業(yè)、市場相互驅動下，依靠廣東經濟強省、制造大省的優(yōu)勢，以廣東的發(fā)展引導人才，以創(chuàng)新的機制吸引人才，以特殊的政策留住人才，以學校的誠意感動人才。堅持與工業(yè)界聯(lián)合引進這一特色，將人才引向市場，使專家在實現(xiàn)學術價值的同時，創(chuàng)造市場價值。到目前為止，學校已引進“百人計劃”特聘教授70余名和2名學院院長?！鞍偃擞媱潯碧仄附淌谥幸延?1名入選國家“千人計劃”，4名入選廣東省“領軍人才”，已組建并入選3個廣東省“創(chuàng)新團隊”。2013年學校在“百人計劃”實施和初見成效的基礎上，啟動了引進海內外優(yōu)秀青年人才的 “青年百人計劃”，目前已有40多名青年人才到崗工作。

根據學校發(fā)展和學科建設的需要，現(xiàn)向社會公開招聘學院院長、杰出人才和高層次人才。熱忱歡迎海內外優(yōu)秀專家學者前來應聘。

一、 招聘崗位

1.學院院長招聘崗位

1）機電工程學院院長 2）自動化學院院長 3）輕工化工學院院長 4）材料與能源學院院長 5）管理學院院長

2.杰出人才專項招聘崗位

1）院士 2）國家杰出青年基金獲得者、長江學者 3）國家千人計劃專家、廣東省引進領軍人才、廣東省引進創(chuàng)新團隊帶頭人

4）國家優(yōu)秀青年基金獲得者、國家青年千人計劃專家

3.高層次人才招聘崗位：

1）“百人計劃”特聘教授 2）“青年百人計劃”特聘副教授

二、 應聘條件及相關待遇

1.學院院長和“百人計劃”特聘教授應聘條件及相關待遇

·應聘條件

一般應具有博士學位、教授資格，年齡一般在50周歲以下。院長應聘者還應熟悉高等教育規(guī)律，了解國內外高等教育情況，具有較強的組織協(xié)調能力、較好的管理經驗和國際化的學術視野，能引領本學科發(fā)展的辦學思路，實績突出。對“千人計劃”入選者、長江學者、國家杰出青年基金項目獲得者等人才，以及曾在國內外知名大學、著名科研院所擔任過領導職務者予以優(yōu)先考慮。

·相關待遇

1）提供具有競爭力的年薪制協(xié)議工資，最高可達到100萬元年薪（人民幣稅前，下同）。

2）學校提供一套約100平方米的周轉住房。全職引進人員，到校工作后如需在廣州買房，學校可提供購房津貼，最高可達到80萬元。

3）根據預期工作目標和工作計劃，學校安排適當?shù)膶嶒瀳龅?，并提供實驗室建設與科研啟動經費，最高可達到1 000萬元。

4）其它條件可面議。

2.杰出人才專項應聘條件及相關待遇

我校全年引進院士等杰出人才專家。對于全職引進或培養(yǎng)的專家，學校專門配套以下待遇（國家和省提供的待遇除外）。

1）院士。學校提供薪酬130萬左右，安家費和購房補貼面議；

2）國家杰出青年基金獲得者、長江學者，學校提供薪酬80萬～100萬左右，安家費和購房補貼總和為80萬～100萬；

3）國家千人計劃專家、廣東省引進領軍人才、廣東省引進創(chuàng)新團隊帶頭人。學校提供薪酬60萬～80萬左右，安家費和購房補貼總和為70萬～100萬；

4）國家優(yōu)秀青年基金獲得者、國家青年千人計劃專家。學校提供薪酬為45萬左右（優(yōu)青）、40萬左右（青千），安家費和購房補貼總和為70萬；

學校給上述杰出人才專家所配置的科研啟動經費視學科而定，最高可達到1 000萬元。

3.“青年百人計劃”特聘副教授應聘條件及相關待遇

·應聘條件：

年齡在35周歲以下，博士學位，具有海外著名大學或國內重點大學的學歷背景；具有在海外知名研究機構、企業(yè)或國內國家重點學科平臺從事前沿科學研究的經歷，取得較好的階段性成果；近五年以第一作者取得學術成果五項以上（包括在本學科頂尖雜志發(fā)表高水平學術論文、海內外發(fā)明專利、主持國家級科研項目、獲得省級以上學術獎勵等）。

·相關待遇：

聘用后享受副教授待遇，學校另外還提供每年10萬元薪酬補貼以確保人才年薪達到20萬以上；提供周轉房、安家費和購房補貼，并配備相應的實驗室條件建設與科研啟動費和科研用房等。

三、應聘需提供的材料與聯(lián)系方式

請應聘者將個人簡歷、應聘崗位工作思路和預期目標等有關材料發(fā)至我校。

郵箱：gdutyzzp@gdut.edu.cn 聯(lián)系人：曾志英 董 毅 楊蕊銀 聯(lián)系電話：020-39322509 020-39322792 學校網站: www.gdut.edu.cn

附：招聘的主要學科領域

1.超精密機床設計、數(shù)控與誤差補償；超精密加工與檢測；精密電子制造裝備視驅控一體化；機器人設計與控制；智能制造車間集成與監(jiān)控；納米陶瓷和納米陶瓷復合材料，陶瓷高溫耐磨涂層，光電高性能陶瓷，在機械應力沖擊和高溫環(huán)境下的陶瓷材料性能研究，難加工材料的高速、高效加工理論及技術，材料加工理論及模擬仿真，綠色加工技術。

2.動力電池及太陽能電池材料等能源材料，有色金屬材料，材料成形加工和模具技術，與軟物質相關的材料、物理和化學問題研究；傳熱與傳質工程，制冷空調新技術，能源材料及其工程應用，蓄能材料與技術，熱力系統(tǒng)集成與優(yōu)化，太陽能利用。

3.復雜系統(tǒng)理論與應用，非線性系統(tǒng)建模與控制，現(xiàn)代自動化裝備與系統(tǒng)，智能系統(tǒng)與機器人控制；電力系統(tǒng)安全運行與控制，新能源發(fā)電與控制技術，電氣設備控制與節(jié)能。

4.固體照明和信息顯示技術相關的材料、光學設計、驅動電源及器件，激光光刻、光學系統(tǒng)設計、微弱光信號檢測和處理，射頻技術與工程；

5.服務計算，信息物理融合系統(tǒng)，軟件設計理論與方法，芯片設計與嵌入式系統(tǒng)。

6.結構工程（包括建筑材料）、巖土工程、橋梁與道路工程、防災減災工程、市政工程、建筑節(jié)能、工程力學。

7.催化新材料研究及應用技術，新型功能材料的制備與應用，精細化學合成與應用，生物資源精細化利用技術。

8.環(huán)境化學，水污染控制，大氣污染控制，環(huán)境污染、暴露與人體健康。

9.管理系統(tǒng)工程、生產運營管理、供應鏈與物流管理、工業(yè)工程、信息管理與信息系統(tǒng)。

10.工業(yè)設計與創(chuàng)意產品、建筑與環(huán)境藝術設計。

11.非線性分析與應用，偏微分方程，智能計算與應用，多目標最優(yōu)化理論與應用，微分動力系統(tǒng)，控制理論與應用，數(shù)理統(tǒng)計。

12.電子科學與技術，電路與系統(tǒng)。

Guangdong University of Technology （GDUT）, Guangzhou, China,Invites Applications and Nominations for
“Deans of five different schools” & “Top Talents” chair professors &“High level Talents” professors

In order to realize the aim of leap-forward development, GDUT continue to implement the high-level talents recruitment programs, including Deans of five different schools, the “Top Talents” Chair Professors and the “High level Young Talents” Associate Professors.

I. Faculty Positions

1. The “School Deans” Program

The university plans to invite scholars, experts and entrepreneurs who are competent to build first-class schools to work as deans of the following schools.

（1） School of Electromechanical Engineering; （2） School of Automation; （3） School of Chemical Engineering and Light Industry; （4） School of Materials and Energy; （5） School of Management.

2. Top Talents Recruitment Plan

The university plans to invite top scholars, experts and entrepreneurs who are honored as following titles.

（1） Academician; （2） The National outstanding youth fund gainers, The Yangtze River Scholars; （3） The National Thousand Talents Plan experts, Guangdong Province leading talents, Guangdong Province Innovation team leader; （4）The National Excellent youth fund gainers, The National Thousand Young Talents Plan experts.

3. High-Level Talents Recruitment Plan

（1） The university’s “One-Hundred Talents” Chair Professors; （2） The university’s “One-Hundred Young Talents” Associate Professors.

II. Person Specification, Salary and Benefits （All the payments below are before tax, Unit:RMB）

1. Person Specification for the “School Deans” and the university’s “One-Hundred Talents” Chair Professors

The eligible candidates must have a doctoral degree（s） or have professor titles, and no older than 50 in general. The applicants for The “School Deans” Program shall have good capacity in organization and coordination competence to lead the school for further development. Applications from individuals as The National outstanding youth fund gainer or The Yangtze River Scholar or The National Thousand Talents Plan experts or the key leader from a well-known university or research institute are strongly encouraged.

Salary and benefits:

（1） We offer competitive compensation package and benefits for the qualified candidates. The annual compensation can be up to ￥1 000 000 RMB （USD 160 000）; （2） We also provide qualified candidates with housing subsidy （approximately 100 m2temporary apartment）, and for those who want to buy an apartment in Guangzhou, the university can offer a housing allowance up to ￥800 000 RMB（USD 130 000）; （3） The startup R&D funding can be up to ￥10 000 000 RMB（USD 1 600 000）. The laboratory space will be provided according to work objectives and plans; （4） Other benefits can be negotiated during the interview.

2. Top Talents

Person Specification, Salary and Benefits

Positions for Top Talents are available all the time. Apart from the benefits of national and provincial support, our University offers competitive support for the introduced Top Talents as follows:

（1） Academician: The annual salary can be up to￥ 1 300 000 RMB （USD 210 000）, and housing allowance can be negotiated during the interview; （2） The National outstanding youth fund gainers, The Yangtze River Scholars. The annual salary can be approximately from￥ 800 000 RMB（USD 130 000） to ￥1 000 000 RMB（USD 160 000）, housing allowance can be approximately from ￥800 000 RMB （USD 140 000）to ￥1 000 000 RMB（USD160 000）; （3） The National Thousand Talents Plan experts, Guangdong Province leading talents, Guangdong Province Innovation team leader: The annual salary can be approximately from￥600 000 RMB（USD 100 000） to ￥800 000 RMB（USD 130 000）, housing allowance can be approximately from ￥700 000 RMB（USD 110 000） to ￥1 000 000 RMB（USD 160 000）; （4） The National Excellent youth fund gainers, The National Thousand Young Talents Plan experts:The annual salary for The National Excellent youth fund gainers can be approximately ￥450 000 RMB（USD 75 000） and the annual salary for The National Thousand Young Talents Plan experts can be approximately ￥400 000 RMB（USD 65 000） housing allowance can be up to￥700 000 RMB（USD 115 000）.

The startup R & D funding for Top Talents can be up to ￥10 000 000 RMB （USD 1 600 000）.

3. Person specification for The University’s “One-Hundred Young Talents” Associate Professors

Age below 35, hold a doctoral degree（s）, graduated from a famous overseas university or a National Key University, have working experiences in a well-known overseas laboratories, research institute, national key research platform and achieved satisfactory initial results; gained at least 5 academic achievements as the first author in recent five years, including high level academic papers, patents, host national research project and achieve academic awards, etc.

Salary and benefits:Provide competitive salary packages, the annual salary for the associate professors is over ￥200 000 RMB（USD 35 000）; Provide a temporary apartment and housing allowance; Startup R&D funding and laboratory space will also be offered.

Ⅲ. Contact Information

All the documents and inquiries （including CV and work plans etc.） should be addressed to:

Contact person: Ms Zhiying Zeng Mr Yi Dong Ms Ruiyin Yang

Address: Personnel Division ，Guangdong University of Technology, No. 100 Waihuan Xi Road, Guangzhou Higher Education Mega Center, Panyu District, Guangzhou, P.R China. Postcode: 510006; Telephone: 86-20-39322509 86-20-39322702; Fax: 86-20-39322509 Email: gdutyzzp@gdut.edu.cn

The university will continue to look for qualified candidates until all the openings are filled. More information can be found on the university website: www.gdut.edu.cn

Recruitment Fields:

The university plans to invite scholars, experts and entrepreneurs of the following disciplines to work as Chair Professors and Associate Professor:

（1） Design, numeric control and error compensation technology of ultra-precision machine tool; ultra-precision manufacturing and inspection technology; vision-based actuating control technology for precision IC packaging equipment; design and control technology for robotics; integration and monitoring technology for intelligent manufacturing workshop；Nano-ceramic and nano-ceramic composites, Ceramic hard coating for high-temperature and wear-resistant applications, Ceramic material for optoelectronic substrates, Ceramic material behavior under the combinations of mechanical impact and high temperature, High-speed, high efficiency machining theory and technology for difficult-to-cut materials, Materials machining theory and simulation, green machining technology.

（2） Research in energy materials such as Li-ion batteries and solar cell; Nonferrous metal； Material forming and mold technology; Material、physical and chemical study on soft matter；Heat and mass transfer engineering; Refrigeration and air conditioning technology and system; Energy materials and their application; Energy storage materials and technology; Integration and optimization of thermodynamic system; Utilization of solar energy.

（3） Complex system theory and Applications, Modeling and Control of Nonlinear Systems, Modern automation equipments and systems, Intelligent systems and robot control；Security of power system operation and control; New energy power generation and control technology; Electrical equipment control and energy saving.

（4） Materials, optical design, drive power and devices related to solid state lighting and information displaying technology; Laser lithography, optical system design, weak optical signal detection and processing; radio frequency technology and Engineering.

（5） Service-Oriented Computing; Cyber-Physical Systems （CPS）; Software Design Theory and Method; Integrated Circuit and Embedded systems Design.

（6） Structural Engineering （including building materials）, Rock and soil engineering, Bridge and railroad engineering, Disaster prevention and reduction engineering, Urban utilities engineering, building energy conservation, Engineering mechanics.

（7） Research and application technologies of novel catalytic materials; preparation and application of novel functional materials; Synthesis and application of fine chemicals; Fine utilization of biological resources.

（8） Environmental Chemistry; Water Pollution Control; Air Pollution Control，Environmental Pollution, Exposure and human health.

（9） Management systems engineering; Production and operation management; Supply chain and logistics management; Industry engineering; Information systems and information management.

（10） Industrial Design and Innovation Products; Architecture and Environmental Design.

（11） Nonlinear analysis and applications; Partial differential equations and applications; Computational intelligence and applications; Multi-objective optimization theory and applications; Differential dynamical systems; Control theory and applications; Mathematical statistics.

（12） Electronic science and technology; Electronic circuit and system.

Professionalization and Pluralism: Development of For-profit
Social Work in Western Countries and Its Enlightenment

Possible Self and Its Application in Youth Social Work

ZHU Shi-min
（Department of Social Work and Social Administration, The University of Hong Kong, Hong Kong, China）

Abstract: 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.

Key words: possible selves; self-concept; adolescents; youth social work

A Few Thoughts on Cultivating Social Work Talents of Ethnic Minorities

XU Shi-dong
（ Institute of Political Science, Qinghai University for Nationalities, Xining, Qinghai, 810007, China）

Abstract: 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.

Key words: social work; ethnic minorities; ethnic minority area

A Probe of Social Workers’ Professional Identity and
Professional Competence Development

LI Yan-li
（School of Politics and Law，Guangdong University of Technology, Guangzhou, Guangdong, 510090, China）

Abstract: 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.

Key words: professional identity; professional competence; factors

Pearl River Delta in China: Diversified Innovation in
Volunteer Service Institutionalization

TAN Jian-guang
（Faculty of Social Work, Guangdong Youth Vocational College, Guangzhou, Guangdong, 510507, China）

Abstract: 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.

Key words: volunteer service; institutionalization; program; cooperation; system

New Generation of Migrant Workers’s Aspiration of City Integration:
Based on the Community Support and Path Selection

YAO Yun-yun
（School of Humanities and Arts，Northeast Petroleum University， Daqing, Heilongjiang, 163318， China）

Abstract: 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.

Key words: new generation of migrant workers； community； community integration； carrier

Social Coordination: Path Selection of the
Institutional Social Development Strategy

PENG Ling-ling
（Social Work Department, Guangdong Pharmaceutical University, Guangzhou, Guangdong, 510006, China）

Abstract: 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.

Key words: social coordination; social development; social welfare; social policy

Social Work Service Evaluation: A Comprehensive Model

LIU Jiang
（Department of Social Work, Fudan University, Shanghai, 200433, China）

Abstract: 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.

Key words: social work evaluation; program theory evaluation; monitoring evaluation; impact evaluation; cost-benefit evaluation

A Study on the Compulsory Education of
Migrant Workers’ Children in Zhongshan City

LI Cheng-jie1, CAI Fei-na2, SHE Hang2, XIAO Yong-mei2
（1. The Center for Studies of Hong Kong, Macao and Pearl River Delta, Guangzhou, Guangdong, 510275, China;
2. Office of Zhongshan Municipal Government, Zhongshan, Guangdong, 528403, China）

Abstract: 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.

Key words: migrant workers’ children; migrant children; compulsory education

Service Assistance in Urban Poverty Relief

HE Ming-jie
（School of Public Administration, Sichuan University, Chengdu, Sichuan, 610064, China）

Abstract: 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.

Key words: Service Assistance; Urban Poverty; Social Assistance

Research on the Practice of Community Old-age Household
Care Service of Gulou District in Fuzhou City

LAI Cui-feng
（School of Public Administration, Fujian Normal University, Fuzhou, Fujian, 350007, China）

Abstract: 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.

Key words: community; old-age household care service; Gulou district

Study on the Employment and Cultivating Mode of
Graduates in Business Administration and Countermeasures
——Comparison and Analysis of Employment Data of GDUT and
Other Universities in Guangzhou HEMC

ZHANG Yu-gang1, LIN Wei-ying1, FANG Hui2, YANG Liu3
（1.School of Management, 2. Admissions Office, 3. School of Economics and
Commerce, Guangdong University of Technology, Guangzhou, Guangdong, 510520, China）

Abstract: 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.

Key words: Business Administration; employment; cultivating mode

An Exploring Study on the Effectiveness of Online TV Advertising

ZHOU Wen-juan1， LI Bin2
（1.School of Art and Design, Guangdong University of Technology, Guangzhou 510090, China;
2. School of Journalism and communication, Jinan University, Guangzhou, Guangdong, 510632, China）

Abstract: 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.

Key words: online television-advertising; the advertising attitudes; advertising effectiveness

FANG Wei1, SHAN Jia-li2
（1. College of Political Science and Public Administration, Zhejiang University of Technology, Hangzhou, Zhejiang,
310023, China; 2. School of Social Development, East China Normal University, Shanghai, 200241, China）

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.

professionalization of occupation, welfare diversity; for-profit social work; enlightenment

2014- 10- 06

■ 基金課題：廣東省哲學社會科學“十二五”規(guī)劃青年項目“新媒介環(huán)境下古法造紙工藝的傳承與傳播研究”（GD14YYS04）;國家社會科學基金藝術學項目“隱晦與新生——中國民間手工紙的藝術應用研究”（14CG133）。

周文娟（1982—），女，漢族，講師，博士研究生；主要研究方向：網絡傳播。

周文娟， 黎斌.網絡視頻貼片廣告效果影響因素探索[J].社會工作與管理，2015，15（3）:82—86.

F713.8

A

1671- 623X（2015）03- 0082- 05