ABSTRACT
¡@
This is a qualitative study aims at exploring how the existing Integrated Teams develop their Marketing Strategies to the youth. Nine out of the Ten Integrated Teams have been interviewed. Nine Team Leaders and six Team Members shared their views and experiences in planning services to the youth. Besides, this study also explore whether the Integrated Team took the Subculture (Youth) perspective in planning their service. In order to get the youth's views and tastes, twenty-eight young people from six gangs had been interviewed to assess their needs. Three semi-structured questionnaires with prompts are being used in the interviews. The interviews were tape-recorded and process for content analysis. the findings suggested that different Integrated Teams are response differently to the Youth's Needs, Internal Environmental and External Environmental Factors. Three categories of Integrated Teams had been identified, they are 'Pragmatic', 'convenient' and 'Idealistic' type. Pragmatic Integrated Teams are more emphasizes on Internal Environmental Factors, Convenient Integrated Teams are more responsive to external factors. Idealistic Integrated Teams emphasize more on youth needs. However, non of them take Subculture Perspective to full extend. Findings do support that subculture perspective can gather the strength of the different ideologies together.The findings of the second part of the study suggests that marginal youth subcultures is an alarm to the society that the young people are facing a lot of structural problems in family, school, work and peers. Both marginal youth and other youth are facing more or less the same problems but their response are different. It is also suggested that with young people participation in planning the services, the services should be more fit their tastes. Besides, the findings show that the underlying needs of the youth are relationship with adult, a trust-worth and mutual relationship. Proper relationship between workers and youth are both means and end.
TABLE OF CONTENT
Acknowledgment....................................................................................¡K.. i
Chapter One : Introduction......................................................................... P.1
1.1 Rationale of the study
1.2 Objectives of the study
1.3 Theoretical Framework
1.4 Methodology
1.5 Organization of Dissertation
Chapter Two : Marketing : Growth and Survival of Children and Youth Services P.6
2.1 What is Marketing
2.2 What is Marketing Strategy
2.3 Implication for this study
Chapter Three : Subculture Perspective : The Future Direction Of
Development of Children and Youth Services In Hong Kong... P.26
3.1 Perspective on Youth
3.2 Historical Development of Children and Youth Services in Hong Kong
3.3 Consumers' View of Children and Youth services
3.4 Implication for this study
Chapter Four : Functions of Youth Subcultures and Its Implication................ P.41
4.1 Culture versus Subculture
4.2 Sociological Interpretation of Subculture
4.3 Functions of Youth Subcultures
4.4 Youth Subcultures and the Society
4.5 Implications Subcultures In Youth Work
4.6 Youth and Youth Subcultures in Hong Kong
4.7 Implications for this study
Chapter Five : Methodology............................................................................ P.57
5.1 Conceptual Framework
5.2 Research Design
¡@
Chapter Six : Findings and Discussion (I) :
'Pragmatic', 'Convenient' and 'Idealistic'......................................... P.66
6.1 Characteristics of the sample
6.2 Findings of the study
¡@
¡@
¡@
Chapter Seven : Findings and Discussion (II) : "I want to have an adult friend" P.87
7.1 Characteristics of the sample
7.2 Their Lifestyle
7.3 Formation of Gang
7.4 Function of Subcultures
7.5 Feeling towards the youth workers
7.6 What the young people want
Chapter Eight : Interpretation and Implications of the Findings...................... P.106
8.1 Pragmatic Integrated Teams
8.2 Convenient Integrated Teams
8.3 Idealistic Integrated Teams
8.4 Youth Needs and Subcultures
8.5 The Tastes of Young People
8.6 Implication for Practices
8.7 Conclusion
BIBLIOGRAPHY
APPENDIX I
APPENDIX II
APPENDIX III
APPENDIX IV