Diffusion of Chinese CCI products and services: Consumption of Chinese films and TV series in Hungary

Song Kun (2025) Diffusion of Chinese CCI products and services: Consumption of Chinese films and TV series in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In fact, there is a very firm friendship between Hungary and China. In recent years, the bilateral relations between Hungary and China have been significantly strengthened than before, which has had a significant impact on the trade relations and investor sentiment between the two parties. Evolving relationships do not only exist in the political or economic spheres. Culture, tourism, education, and science also play a very important role in establishing balanced cooperation between the two countries（Embassy of Hungary Beijing, 2024）. In the 1990s, Chinese companies confused the relationship between brand building and advertising, naively believing that they could spend a lot of money to build a so-called big brand, and sales would naturally increase（Fan, 2005）. This results in the quality of the product not being at the same level as the so-called corporate brand, while ignoring the most important product quality. And consumers in developed countries like the United States, products from developed countries are more likely to be accepted than those from developing countries. (Chinen et al., 2000). This has led to a bad image of “Made in China” in the minds of consumers in all developed countries, including Hungarian consumers. Creative and cultural industry (CCI) has witnessed the trend from single channel to multi-channel, and from single country to the entire world, explores the definition of CCI and the impact of CCI, creative and cultural industries on regional economy. (Boccella & Salerno, 2016) analysed some data on the creative and cultural (CCI) economy in a globalised market and reflected on the concept of creative and cultural industries. This study explores and explains the theory, definition and key factors of CCI and the consumer behaviour of customers, explores the dissemination of Chinese cultural and creative industry (CCI) products, especially Chinese films and TV series in the international market, with a focus on their acceptance and dissemination paths in the Hungarian market.With the influence of Chinese film and TV series works continues to expand globally, it is particularly important to study the market positioning, consumer behaviour and competitive landscape of Chinese films and TV series in the European market, especially in Hungary. The study will firstly analyse the global positioning of Chinese films and TV series as cultural products and their role in cultural dissemination from the perspective of cultural and creative industries and further explores how they can successfully penetrate the Hungarian market through different dissemination channels, such as streaming platforms, cinemas and localization strategies. Secondly, this study will deeply explore the behavioural patterns of consumers in the Hungarian market, focusing on the factors that affect their viewing of Chinese films and TV series, including age, interests, viewing habits, and analyse how these factors affect the Hungarian audience's acceptance of Chinese film and TV series works. At the same time, the competitive position of Chinese films and TV series in the Hungarian market compared with other international competitors (such as Hollywood films and Korean dramas) will be examined, and their advantages and disadvantages will be analysed. Finally, this study will study the main promotion strategies of Chinese film and TV series works in the Hungarian market from the perspective of marketing and communication and explore how to more effectively attract Hungarian audiences and increase market share through digital technology and innovative methods such as social media and streaming platforms. Through this series of analyses, it aims to fully understand the dissemination mechanism of Chinese films and TV series in the Hungarian market, reveal the key factors affecting their market acceptance, and provide practical guidance for the promotion of Chinese film and TV series products in the Hungarian market in the future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	CCI, Chinese, consumption, film, Hungary, TV series
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:53
Utolsó módosítás:	2026. Ápr. 09. 14:53

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