Investor Suitability Management System Of Financial Product Marketing

With the rise of the Internet and big data,the Chinese people have gradually increased their enthusiasm for online financial services,and the Internet has gradually replaced human services as a new marketing channel of financial products.How to maintain and guarantee the internal management,supervision and monitoring of the financial products marketing activities of financial institutions in new marketing modes,and how to protect the rights and interests of financial investors by performing the obligation of investor appropriateness management in the new marketing modes are the objectives of our country now with full efforts.In December 2021,the PBOC,along with seven other authorities,issued a draft for comments,emphasizing China’s paramount concern for the stability of the financial market and safeguarding the rights and interests of financial investors in the new marketing system.<the draft Administrative Measures for Online Marketing of Financial Products>(the "Draft for Comments"),stating that China attaches great importance to the stability of the financial market and the protection of the rights and interests of financial investors under the new marketing system.In this regard,this article hopes to draw on the experience of foreign financial marketing systems,and at the same time analyze the investor suitability management system under China’s financial products marketing system based on China’s actual situation and existing systems,for the purpose of protecting the medium and small financial investors in China.The first chapter of this paper intends to summarize the suitability obligations of financial institutions in the model of financial product network marketing.Firstly,the behavior of financial product network marketing is unique.The behavior of financial institutions marketing financial products on the Internet is different from that of offline marketing in the past: They are different in terms of carriers and audiences,in terms of publicity methods and the subjects of publicity.Secondly,this article analyzes the content of suitability obligations of financial institutions based on existing laws,regulations and regulatory documents.Finally,this article illustrates the value of studying the suitability obligations in the network marketing model of financial products.The second chapter is the analysis of the violation of appropriateness obligation in the network marketing of financial products.Firstly,it points out the appropriateness problems in the network marketing of financial products by case study,which are: the lack of coordination in the regulation system,the poor practicality of the regulation,the lack of pertinence of the regulation,and the vacuum and repetition of the regulation.Secondly,from a behavioral finance standpoint,this paper examines the connection between the breach of suitability obligation and the investors’ detriment.Finally,it analyzes the reasons of the violation of suitability obligation in the network marketing of financial products.The core of the third chapter is to compare the regulation system and supervision model of the network marketing of financial products,mainly based on the behavior supervision model,to explore the practical application of the foreign experience to China.The fourth chapter is about the implementation of suitability obligations in network marketing of financial products.First of all,an advertising and promotion system for network marketing of financial products should be established.Secondly,the investor classification system in our country should be further improved and a dynamic investor classification system should be introduced.Finally,we should expand the remedy channels for financial investors and strengthen the education of financial investors.