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| 文章编号：1672-3104(2023)02-0049-12 |
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金融产品非自营网络平台销售的规制革新 |
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刘志伟 |
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（西南政法大学经济法学院，重庆，401120） |
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| 摘 要： 新一代信息科技促进了金融产品销售的数字化转型，信息技术服务提供商或信息科技平台已不同程度地介入金融产品网络销售的各个环节。实践中，这一介入通常存在自营销售和非自营销售两种模式，且后者可细分为第三方代理销售、分环节合作销售。为系统提升金融产品网络销售，尤其是自营销售模式以外之第三方代理销售、分环节合作销售规制的有效性，需将传统上广义的销售细分为更明确具体的营销宣传、引流和狭义销售，并以此为基础完成销售资质与销售行为规制、网络销售与合作销售规制的协调融合。不同类型金融产品的本质属性与特点，决定了金融产品非自营网络平台销售规制宜取不同的模式，即或以审慎监管为重，或以行为监管为重。 |
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| 关键词： 金融产品；信息科技；网络营销；第三方代理销售；分环节合作销售 |
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Regulatory reform of selling financial products on non-self-operated network platforms |
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LIU Zhiwei |
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（School of Economic Law, Southwest University of Political Science and Law, Chongqing 401120, China） |
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| Abstract: The new generation of information technology has facilitated the digital transformation of the sale of financial products, and information technology service providers or information technology platforms have been involved in various aspects of online sales of financial products in all aspects. In practice, such involvements are often manifested in two modes: self-operated sales and non-self-operated sales, the latter of which can be subdivided into third-party agent sales and sub-link cooperative sales. In order to improve systematically the effectiveness of online sales of financial products, especially the regulation of third-party agent sales and sub-link cooperative sales beyond the self-operated sales mode, it is necessary to subdivide the traditional generalized sales into more specific marketing publicity, drainage and narrow sales, and then accordingly achieve the balance and combination of the regulations on sales qualification and sales practice, regulations on online sales and cooperative sales. The essential attributes and respective characteristics of different types of financial products also determine the choice of the modes of the sales regulation of non-self-operated platforms for financial products, which focuses on either prudential or behavioral supervision. |
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Key words: financial products; information technology; online marketing; third-party agent sales; sub-linked cooperative sales |
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