BEA (China) Research Of Small And Medium-sized Enterprise Financial Services Marketing Model

Bank of East Asia, Limited (The Bank of East Asia Limited, referred to as BEA) is afinancial company listed in Hong Kong Stock Exchange, which is the largest independentChinese bank in Hong Kong. Founded in1918, complete the registration in Hong Kong.Established in1920, the first mainland branch in Shanghai in early2007, Bank of East Asiawas incorporated a wholly owned subsidiary of Bank of China-Bank of East Asia (China)Limited ("BEA China "), is principally engaged in the provision of banking and related tofinancial services, as well as business, corporate and investor services, including corporatebanking finance products, corporate loans, corporate deposits, cash management, bankassurance, supply chain finance, trade finance, treasury hosting, SME services, other bankingservices and other financial services, the revenue of corporate banking in2012is3,246,659,141yuan, accounting for71%of total revenues, compared with personal bankingand financial markets business, corporate banking has support from the entire Bank of EastAsia (China) Limited, and then financial services for small and medium enterprisesmarketing is gradually perfected.By the author ’s own personal experience and working experience in Bank of East Asia,from the combination of theory and practice, joint marketing and precision marketing pointof view, analyze and summarize for the Bank of East Asia to take on the SME servicenetwork marketing model, and strive to be in the high-speed growing company to providesome reference.Firstly, a comprehensive discussion of the theory of financial services marketing,including Michael Porter’s value chain management and global value chain theory will beextended later, joint marketing model theory, marketing theory, as the Bank of East Asia(Chinese) analysis of financial service marketing mode of small and medium-sized enterprisesto pave the way for the role.Secondly, the paper analyzes the development process of BEA (BEA China) corporatebanking, including corporate banking background of the establishment, composition anddevelopment process sectors, and through the SWOT method to the entire BEA (BEA China)environment are analyzed. Finally, Focus on the analysis of the East Asian (China) launched the " SME Serviceplan" marketing model," supply chain financing" marketing model. And in the basis of theanalysis, combined with the author’s own personal experience in the work of the Bank of EastAsia, the author gives some suggestions on the two kinds of marketing mode.