公募基金借助移动互联网转变投顾销售模式的初步探索

Initial Exploration of Public Off ering of Fund to Transform the Investment Advisory Sales Models with the Help of Mobile Internet

移动互联网的迅猛发展是信息技术进入新千年的重要标志。近些年,移动互联网改变了人们生活的方方面面,包括服务类产品的开发与销售,移动互联网在最近十年深刻影响了金融服务等社会公共领域及私人财富管理。智能投顾是发达国家公募基金销售的重要模式。借助电子商务越来越多地参与到金融创新投资和销售领域的趋势,本文介绍了目前国内外智能投顾的政策现状和公募基金发行销售情况,并分析智能投顾在中国无法完全直接落地的原因,对国内公募基金借助移动互联网平台转变投顾销售模式进行初步探索。

The rapid development of the mobile Internet is an important symbol of information technology entering the new millennium.In recent years,mobile Internet has changed every aspect of people’s life,including the development and sale of service-based products.Mobile Internet has profoundly influenced the public sector of society such as fi nancial services and private wealth management in the last decade.Robo-advisor is an important model for sales of public off ering of funds in developed countries.Taking advantage of the trend that e-commerce is increasingly involved in the investment and sales of fi nancial innovations,this paper introduces the current policy status of robo-advisor and the issuance and sales of public off ering of funds domestically and internationally,analyzes the reasons why s robo-advisor cannot be fully rolled out directly in China,and conducts a preliminary exploration of the domestic public off ering of funds’transformation of the sales models of robo-adviser through mobile Internet platforms.