Abstract: The gradual progress of China's population strategy calls for innovation in the concept, method and technology of family planning work service, and the promotion of the professional capacity of population promotion personnel. However, their core competence and core competitiveness are inadequate. We suggest that the innovation be based on the framework of "concepts, knowledge and technology". By consolidating professional concepts on health and prevention first, gender equality, reproductive rights, quality prenatal and postnatal care, and healthy nurturing, the population promotion personnel can strengthen their knowledge on maternal and child health care, health promotion, family services, holistic growth, population health, population development, so that they can carry out their duty in health education, health guidance and management, parental education and support,and resources integration. Such efforts will enhance the core competence and core competitiveness of the population promotion personnel through the institutionalization and professionalization and specialization strategies.

Key words: population promotion, social workers, core competence, quality prenatal and postnatal care, health promotion, reproductive health