摘要：东亚银行于1918年在香港成立，一直致力为香港、中国内地，及世界其他主要市场的客户，提供全面的零售及商业银行服务。1920年，东亚银行在上海设立第一间内地分行，自此内地业务从未间断。凭借对中国市场的深入了解、在香港及海外累积多年的专业银行服务经验，东亚银行成为了中国内地市场中最有潜力的一家外资银行之一。其在中国的发展态势是非常迅猛的，但是，在东亚中国发展的过程中也面临着与其他外资大行之间的相互竞争与挑战。本文将回顾东亚银行在中国内地的发展历程与特点，简要阐述这几十年中东亚银行在发展过程中获得的一些突破与成就，运用管理学中非常经典的SWOT分析法，对其内部发展环境做出评价，并总结其外部环境，得到其发展所面临的威胁与机遇。最后对东亚银行发展过程中可能采取的战略进行分析推理，并在此基础上提出一些具体的发展建议。
关键词：东亚银行 发展战略 SWOT分析法
Abstract：Bank of East Asia was established in Hong Kong 1918, which has been committed to the clients from Hong Kong, Mainland China , and the world's other major markets, providing comprehensive retail and commercial banking services. In 1920, Bank of East Asia set up its first branch in Shanghai. With in-depth understanding of the Chinese market and professional experience in banking accumulated overseas, BEA has become one of the most potential foreign banks in Chinese mainland market. With its rapid development trend in China, it’s also facing the challenge of competing with other foreign banks. This article will review the development process and characteristics of the Bank of East Asia in mainland, and briefly describe some breakthroughs BEA acquired in the decades. By using a very classic analytic method——SWOT to make evaluations on its internal development environment and summarize its external environment, then getting the threats and opportunities during their development. Finally, putting forward some specific development proposals through analyzing the strategic BEA may be taken during its development process.
Key words：BEA development strategy SWOT analysis
