Un contexte concurrentiel exacerbé sur les marchés du sport, une baisse tendancielle des aides publiques et de ouvelles attentes des consommateurs obligent les fédérations sportives olympiques à faire évoluer leurs modèles économiques. Tiraillées entre la nécessité d’être performantes en résultats sportifs lors des grands rendez-vous planétaires couverts par les médias, notamment les Jeux Olympiques, et celle de la promotion du sport pour tous afin d’augmenter leur nombre de licenciés, les fédérations olympiques sont à la recherche de nouveaux leviers de développement et de compétitivité.L’ambition de cette thèse est d’analyser la façon dont elles sont en mesure d’adopter une démarche marketing au service de leurs stratégies de développement dans un environnement concurrentiel. Comment positionner la fédération ? Comment fidéliser les licenciés et en faire des fans ? Comment attirer des prospects et notamment de nouveaux spectateurs ? Comment valoriser l’image fédérale auprès des partenaires et des médias ?Sur la base d’une typologie des fédérations olympiques, nous avons analysé comment chaque type de fédération mobilise le modèle classique du marketing commercial de façon différenciée. Cela nous a amené à les évaluer face à la nécessité de se transformer en véritables marques pour être en mesure de construire une relation affective et émotionnelle avec les consommateurs (pratiquants licenciés, spectateurs, partenaires) qui dépasse le simple usage du produit. Mais, l’héritage d’une éthique associative et bénévole plus ou moins prégnantes chez les élus, peut apparaître comme un obstacle à une politique de marque fédérale.C’est pourquoi nous proposons des modèles de développement différenciés selon les types de fédérations, déclinant et adaptant les étapes classiques du plan marketing en fonction des spécificités de chacun. Coincées entre une éthique utilitariste (moteur de la réussite sur le marché) par nature commerciale et une éthique associative (qui fonde leur légitimité) centrée sur les différentes modalités de pratique, les fédérations n’ont pas d’autres choix que celui du compromis en s’engageant à la fois vers une logique managériale d’entreprise (en s’ouvrant à l’expertise marketing et à la rentabilité économique) et en préservant leur spécificité culturelle qui est leur socle de positionnement. L’apport de la thèse se trouve dans cette modélisation différenciée car toutes les fédérations n’ont pas les mêmes capacités de s’ouvrir à la concurrence commerciale.L’organisation des Jeux Olympiques à Paris en 2024 ouvre une période passionnante à la fois sur le plan sportif et économique dont un des enjeux sera sans doute aussi de mesurer son impact sur le modèle de développement des fédérations sportives olympiques françaises. / The tougher current competitive environment, the decreasing trend in public subsidies and the new consumer expectations of sports activities are forcing the business models of Olympic sports federations to evolve.Split apart between the need to deliver successful performances at world events, notably the Olympic games, in order to project an attractive image thanks to the media coverage and that of the of promoting the sport for everyone in order to increase membership, Olympic federations seek new competitive leavers.The ambition of this research has been to study the way in which they integrate competitive positioning marketing initiatives in their development strategy.How to increase members’ loyalty? How to attract more spectators and fans? How to assert the Federation brand worth for their partners and the media? We have analysed how Olympic federations, very different from each other, apply classic marketing models differently.This has lead us to deem the sports federations as brands in their own right, in relation to what they aim to build as an emotional relationship (members, spectators, partners) which goes beyond mere usage of the product.But, the ethics of what should be an Association and the mind set of being a benevolent institution, ingrained in the federations DNA to varying degrees but still very prevalent amongst their elected executive, is a hindrance to the building of a genuine Federation brand.This is why we have proposed, based on three different types of federations, different development models using classical marketing stages.Caught in-between a utilitarian ethic (and therefore of a commercial nature) and the ethics of an association (closer to the ethics of sport), the federations have no other alternative than to embrace a business attitude, opening their organisations to a marketing approach, economic viability and managerial efficiency whilst taking into account the different specific requirements of their sport on the marketing matrix.The planning of the Paris Olympic Games in 2024 welcomes a passionate period where one of the stakes will be to measure its impact over the development model of the federations.

This study is a rhetorical analysis of the protests that occurred along the international leg of the 2008 Beijing Olympic torch relay. This study aimed to identify the rhetorical strategies employed by the agitators that were demonstrated along the torch relay. There were two agitative groups: The movement and the counter-movement. The movement began at the start of the torch relay and the counter-movement began demonstrating one week later. There were a number of protest groups in the movement including human rights activists, media rights activists, and environmentalists. However, there was only one distinct group in the counter-movement, pro-China supporters. The movement agitated the Chinese government and their nation's government. To establish the rhetorical strategies and tactics utilized by the two agitative groups and the control groups, this study analyzed the artifact through the model of the rhetoric of agitation and control created by Bowers, Ochs, and Jensen (1993) and symbolic interaction. This study . found that the Chinese government (the control) created the counter-movement to suppress and provide a counter-persuasion to the movement. To achieve this rhetorical strategy the control fully co-opted the rhetorical strategies of the movement. This study also, found that the governments to which the agitators belonged to completely denied the demands of the agitators in order to maintain healthy relations with China.

The purpose of this study was to investigate if a nine-week training intervention composed of different mobility and stability exercises intending to improve jump height, whole-body stability, and single-leg stability of junior cross-country skiers. It was also of interest to see if the test equipment could determine the study participants' potential risk of injury with a built-in injury predictor measurement, Musculoskeletal Health (MSK).  A total of 16 cross-country skiers aged 16-20 years, 8 man and 8 women, performed the following tests on a force plate; Jump Scan (i.e., to characterize an individual's dynamic movement strategy), Plank Scan (i.e., to measure the individual's ability to control global static stability across each extremity), and Balance Scan (i.e., the individual's ability to maintain their center of mass over their center of pressure). After the initial scan, participants were assigned to the same nine-week intervention program, with Group 1 performing the program three times each week and Group 2 once each week before performing a post-intervention scan. Using two-way ANOVA showed no significant between-group differences. There was no significant difference when using three-way ANOVA within both intervention groups, except higher CMJ Load scores (p=0.032) and reduction in Plank scores, Plank Left (p=0.024) in male participants. When using logistic regression tests to determine the correlation between jump height (CMJ) outcomes effect on MSK injury risk between groups and within gender, a significant correlation in females was shown (p=0.0280, R=0.46). The present study's results suggest that a 9-week training intervention is not sufficient when training either one or three times per week for improving jump height, whole-body stability, and single-leg stability in junior cross-country skiers.

This Master Thesis develops the challenges of travel modeling during the Olympic and Paralympic Games, more specially for the Paris Olympics in 2024. This problem as been set by IDFM (Île-de-France Mobilités), the transport organisation authority of Paris and its region, that has therefore to deal with public travel during the Olympics. A very simplified model was already in use, but is no longer sufficient. The exceptional nature of this event, considered as a mega-event, requires a precise understanding of the subject as well as a different and adaptive modeling process. Thus, this work presents a detailed methodology for public transport travel modeling in Paris and its surroundings during the Olympics. This model will become more and more refined until the end of this mega-event, in order to present results or advert the multiple stakeholders around the topic of the Olympic Games transportation (event organizers, transport operators). The two significant parts of the model are distinguished and described: the Olympic Games related trips and the background demand, which require two very different approaches. The OG demand needs several assumptions which are often in constant evolution: the versatility of the parameters is a very important point to take into account. On the other side, the background demand prediction is a significant challenge because it differs from what is usually done. Both of these parts are adapted from the principle of the four-step transportation model and reuse parts of the IDFM model, ANTONIN 3, specifically calibrated for the Île-de-France region. It is also necessary to conceive with the will to adapt as much as possible the available transport data and the tools already in operation, such as the model already in use. Suggestions for further improvements are also mentioned to refine the results until the final day which will be possible thanks to enhancements of the input assumptions over time, such as ticketing data for instance.

El sector pesquero a lo largo de los años ha tenido fases de expansión y crisis que evidencian la problemática de la industria, la cual es el sobredimensionamiento de flota y planta; esto conllevó a la sobre explotación de la biomasa anchovetera y la ineficiencia de los agentes económicos en sus operaciones. Es por eso que en el año 2008, se promulga el Decreto Legislativo 1084, a través del cual se estableció el nuevo sistema de Límites Máximos de Captura por Embarcación (LMCE), este nuevo régimen entra en vigencia la primera temporada del 2009 y rige sólo para la anchoveta que se destina al consumo humano indirecto (CHI), es decir, para la anchoveta que es utilizada para la elaboración de harina y aceite de pescado. Esta norma introdujo cuotas individuales de pesca de anchoveta y se las asignó a las embarcaciones que ya operaban en esta pesquería, con la cual se eliminó el sistema anterior que se basaba en las cuotas globales de capturas, las cuales incentivaba a que se dé la “Carrera Olímpica” (pesca desmedida) para obtener la mayor cantidad del recurso posible. Para analizar la repercusión del Decreto Legislativo 1084, el presente trabajo propone evaluar el comportamiento pre y post reforma del sector de los años 2005 hasta 2014, con la finalidad de demostrar la eliminación de la pesca desmedida y mejora de calidad en los desembarques de anchoveta. Los resultados obtenidos después de la investigación realzan lo importante que fue la implementación del Decreto Legislativo 1084 en el sector pesquero, presentando mejoras en el ordenamiento del sector que se ve reflejado en el desarrollo de la industria pesquera. / The fishing sector over the years has had phases of expansion and crisis that show that the problem of the industry is the oversizing of the fleet and plant, this led to the over exploitation of anchovy biomass and that the economic agents are less efficient in their operations. That is why, in 2008, Legislative Decree 1084 is enacted, through which it was established the new system of Maximum Limits of Capture by Vessel (MLCV), this regime comes into force in the first season of 2009 and which governs only anchovy intended for indirect human consumption (IHC), that is, for the anchovy that is used for the production of fish meal and fish oil. This standard introduced individual anchovy fishing quotas and allocated it to vessels already operating in this fishery, thereby eliminating the previous system, which set a global catch quota, which encouraged the "Olympic Race" to get as much of the resource as possible. In order to analyze the impact of Legislative Decree 1084, the present research proposes to evaluate the pre and post reform behavior of the sector, in order to demonstrate that overfishing was eliminated and that a better quality of the anchovy landings was generated. The results obtained after the investigation highlight the importance of the implementation of Legislative Decree 1084 in the fishing sector, presenting improvements in the ordering of the sector that is reflected in the development of the fishing industry / Trabajo de Suficiencia Profesional

There is a rising tendency among countries to prioritise some sports over others and make higher investments of money and resources in their elite development (Green and Oakley, 2001). Such policies and strategies are adopted in the UK, too. Some sports are considered more likely to bring Olympic medals than others and therefore, they are targeted to receive higher funding. Those placed outside the selection are more likely to face challenges in practices to develop their winning potential. Following further research in this occurrence, authors have sought evidences for an inter-relation between funding and performance (Garrett, 2004; Green, 2005; De Bosscher, et.al 2006). In addition, some have explored other influential factors and have stressed on the importance of participation in sport, as the quality and quantity of the talent pool plays a vital role in elite athletes’ development (Sam, 2012; Girginov and Hills, 2008; Shibli, 2012). As a result of an in-depth research, an extensive academic knowledge on Elite Sports policies and sport development has been built, as well as on each of the concepts of funding, performance and participation. There are many studies focused on the case of the UK in particular (Houlihan, 2004; Green, 2006). However, fewer authors have studied these concepts in pairs (mainly funding and performance), and none have examined the relationship and impacts of all three (Grix and Phillpots, 2011; Vayens, et.al 2009; Martindale, et.al 2007). This research will aim to establish if such relationship exists between Olympic sports funding distribution, Olympic performance, and national participation numbers. It will provide a critical review of the British sport system and relevant policies, and it will explore where the written policies do not reflect the relevant actions undertaken. Using mixed methods the impacts of the applied policies will be critically discussed. The gap this study aims to fulfil will contribute to the existing knowledge on elite sport development by providing a better understanding on how funding, performance and participation are related and the impacts some taken-for-granted assumptions have caused.

本論文由寬頻影音網站脈絡出發，並以整合行銷傳播理論視野切入，透過hiChannel北京奧運轉播的個案研究，析論利益關係者（stakeholders）、內容（content）、通路（channels）、資料庫行銷（database marketing）和結果（results）等研究者歸納的整合行銷傳播重要面向。 首先就利益關係者而言，除兼論本個案行銷傳播目標，並將其區分內、外部二類。hiChannel內部利益關係者，包括負責統籌協調新媒體平臺的中華電信奧運專案辦公室（OPO）、實際落實規劃執行的數據通信分公司（HiNet）、內容整合商愛爾達科技（ELTA），和銷售廣告的中華黃頁（hiPage）；外部利益關係者，則納入協助規劃執行「奧運特派員」活動的凱絡媒體、廣告主、目標閱聽眾、媒體，和三網聯播合作夥伴PChome與MSN。本論文發現，跨部門組織OPO確實賦予hiChannel適切定位，也使本個案發揮良好整合角色。 其次，研究者在內容面向共檢視行銷團隊的「可控制」（controlled）和「不可控制」（uncontrolled）二類訊息；但主要側重前者。透過業者深度訪談，及內容分析主要網站規劃、網路廣告等針對廣告主和閱聽眾的行銷傳播素材、各階段報紙報導和公關稿（press release），發現不論hiChannel的「全頻道、全賽事、免費收視」整體訴求，及特派員活動強調的「hiChannel陪你看奧運 聊運動」訊息主軸，大致均能符合執行和策略一致等整合意涵。 而在通路面向，則綜整本個案各階段側重的行銷傳播工具組合及其考量，其中奧運期間強調的網路社群操作，即和特派員活動連結；整體而言，個案確實掌握各行銷傳播工具優勢，並能透過不同組合運用，初步發揮互補的整合效果。 另本論文將資料庫行銷的概念區分為特定和廣義二者。其中特定定義，主要指結合直效行銷或關係管理的資料庫行銷；至於廣義則指，只要能運用資料庫而有助後續行銷傳播計畫的擬定、執行。研究發現，本論文個案因奧運議題知名度和目標閱聽眾均甚廣等特性，從而並無特定資料庫行銷運用的必要；僅初步透過資料庫掌握收視輪廓和族群，並據此訴求廣告主或調整策略。研究者認為，資料庫行銷不僅和產業特性、資料可得等執行的軟硬體基礎條件有關，更重要的似乎還是企業對資料庫行銷的認知，甚至運用的必要性等層面。 最後，本論文結合個案行銷傳播目標和各分析章節內容，並扣連學者提出的稽核、障礙和層級概念，共同檢視hiChannel北京奧運轉播的結果面向。研究者發現，本個案實具備良好的整合行銷傳播內涵，並至少符合較低層次的整合層級。 / This study aims to explore how the Integrated Marketing Communications (IMC) is applied to broadcast Beijing Olympic Games on hiChannel. The author, adopting case study methodology, tries to elucidate the context of webcasters and five significant pillars of IMC. These five distinct attributes are as follows: stakeholders, content, channels, database marketing and results. 9 depth interviews are conducted to understand how hiChannel planed and used the perspectives of five pillars of IMC. Also, via content analysis, all campaigning messages of on-line activities, the print media and press release are analyzed. The major concepts of each pillar of IMC are re-examined in this case study. The findings show that the team of hiChannel informs the controlled messages such as,“free to watch all channels, all games of Beijing Olympics” and “to watch and chat about all games of Beijing Olympics at the same time” to not only advertisers but target audience. Besides, the author finds that the team in order to accomplish the commercials, website page views and other what hiChannel desired in this case study, they conveyed both executional also strategic consistency through each channels, across all tools in substance, before and during the period of Beijing Olympic Games. Last but not least, the author also finds that because Olympic Games are renowned, and tend to attract broad target audience, there is no need for the application of database marketing. Moreover, this case study also leads us to rethink the use of database marketing and other four pillars of IMC according to industry characteristics and other qualifications.

文化外交是近年來國際關係中的一項重要議題，各國皆對外輸出軟權力來增加該國在世界上的影響力，中國自改革開放後經濟與軍事能力大幅成長，因此近年來便開始加強對外文化輸出的工作，運用文化外交的力量以達到國家政策的目標。 本研究的目的在於對胡錦濤主政時期的文化外交政策做一全面性的認識，論文首先探討文化外交的理論淵源，進而建構出文化外交的意涵；其次從總體的角度來研究胡錦濤政府文化外交政策，包括其產生原因以及訴求，並對執行此政策的各相關機構與指導方針做分析。另外在具體實踐方面，論文從孔子學院及2008年北京奧運來探討中國文化外交政策的成效，最後針對這兩項實踐以及總體文化外交政策做深入的評估。 研究發現中國的文化外交政策之興起有其內、外在環境的影響，而執行的結果雖然有達到一定的成效，但受限於部份因素的制約，使得中國的文化外交政策仍有許多待改進之處。 / Cultural diplomacy is an important issue in international relations in recent years; many countries output their soft power to increase their influences in the world. Since the success of China’s reform and open policy, its economy and military power had a large growth. Therefore, China started to strengthen the policy of cultural output, using the power of cultural diplomacy to achieve its national goal. The purpose of this research is to have a comprehensive understanding on the cultural diplomacy during Hu Jintao’s administration. In the beginning of this research, we discuss the theories of cultural diplomacy, and then to describe it’s meaning. Secondly, we analyze this policy, including the background and purpose, from the overall viewpoint, and also study on the government departments and documents related to this policy. In addition, we take Confucius Institute and Beijing Olympic Games for examples to discuss the result of China’s cultural diplomacy. At last, this research has the analysis on these two practices and the policy. This research found that the appearance of China’s cultural diplomacy is influenced by the inner and outer environments. Although this policy has its result, it is still restricted by some factors. It means there are still many places of this policy need to be improved.

Title: The Children and Youth Olympics in the Czech Republic in the sports, economy and marketing sphere Objectives: The main aim of this work is to analyse all the available documents of all the individual Children and Youth Olympics in the Czech Republic from 2003 to 2013 in the sports, economy and marketing sphere. Methods: Dissertation is divided into three parts based on data from relevant Czech Olympic Comittee documents. The first part is primarily about sport and analyses success of the Children and Youth Olympics athletes at International Games. The second part focuses on budget of particulars Games. And the third part contains analysis of marketing support - partnership, media support, merchandising and information leaflets. Results: We can observe positive results at all three areas - sports, economy and marketing. The Children and Youth Olympics s based on strong platform that helps to spread olympic idea among young people in the Czech Republic. Proposals and recommendations for future Games are based on detailed analysis and evaluation of all three parts. Key words: Olympism, Czech Olympic Committee, Children and Youth Olympics, financing of the sports activities, marketing of sports event, publishing

Title: Public opinion on the construction of the National Olympic Center in Nymburk Objectives: The main objective of this thesis is to determine public opinion in Nymburk and the surrounding municipalities on the intended construction of the National Olympic Center in Nymburk, based on own survey. Methods: Research method used in this thesis is a quantitative method of research - interviewing. Own questionnaire of author was drawn up to determine public opinion on the construction of the National Olympic Center in Nymburk. Results: Based on the data obtained, it was found out that the public opinion on the construction of the National Olympic Center is largely positive. The public is open to this project, people want a modern sport center and support its construction despite the expensive and scope of the project and. Keywords: public opinion, the National Olympic Center, Sports Center in Nymburk, written interviewing, electronic interviewing