Research On Strategy Transformation Of XKA Company Under The New Media Background

As an emerging creative industry, Animation enjoyed fast developments in recent 10 years and formed a relatively well-developed system. As animation industrilization advances, its commercial applications spread into many fields, such as 4D cinema, theme park, multimedia showroom, entertainments and so on. In 2015 CCTV Spring Festival Gala, the cartoon sheep, with whom the anchors interacted, adopted animation Augmented Reality Technique while Li Yuchun’s programm Shuxiu adopted Holographic Projection Technique. Under the new media age, digital technology innovations make new requirements for animation companies, which have to face urgent questions such as how to adjust company ecomodel and how to search new living space in front of opportunities at this age.The thesis, taking XKA company as the research object, discusses the new thought of strategic transition of original animation company under the new media background by analyzing the company’s development status and its current strategy. Firstly, the thesis makes a full introduction of current animation industry and analyzes the situations faced by animation industry at home and abroad. In the meantime it analyses the external and internal environment of XKA company and studies the difficulties it faces and its advatadges. Secondly, on the environment analysis basis, it determines the future development path, which is to develop company’s core compatitiveness by technology R&D and brand construction. Through the thesis, it hopes to grow development efficiency and profitability of the company, to establish excellent animation brand and to assure the sustainable development of the company.