今年以来,随着包商银行“小马bank”、京东小银票、中国电信旗下添益宝等理财产品的上线,互联网理财市场呈现出百花齐放的局面。在战团中,不仅有“银行系”“电商系”等主流产品,新近还加入了电信运营商、互联网金融搜索平台等机构,P2P平台也希望从迅速扩容的市场中分得一杯羹。不少互联网理财产品上市后大多重点宣传其高收益、低风险甚至无风险,有的为高收益还倒贴钱,这恰恰迎合了投资者愿意享受收益却不愿承担相应风险的心理,长期以来“刚性兑付”的潜规则又强化了投资者对理财产品零风险的预期。互联网平台的过度营销不仅助推 Since the beginning of this year, with the launching of wealth management products such as Baojia Bank, Pony Bank, Jingdong Small Banknote, and China Telecom, the Internet finance market has shown a flourishing situation. In the battle group, not only the mainstream products such as the “Banking Department” and “E-Commerce Department”, but also recently joined the telecom operators and Internet financial search platforms and other institutions. The P2P platform also hopes to differentiate itself from the rapidly expanding market Got a cup of soup. After listing a lot of Internet wealth management products, most of them focus on promoting their high-yield, low-risk or even risk-free, and some even pay for high-yielding money, which just caters to the investors who are willing to enjoy the benefits but do not want to bear the corresponding risks. For a long time, The unspoken rules of “rigid payment” also reinforce investors’ expectation of zero risk for wealth management products. Internet marketing over-marketing not only boost