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  3. The sharing economy has been widely hailed as a major growth sector, by sources ranging from Fortune magazine to President O

The sharing economy has been widely hailed as a major growth sector, by sources ranging from Fortune magazine to President O

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问题     The sharing economy has been widely hailed as a major growth sector, by sources ranging from
    Fortune magazine to President Obama.【B6】____________But the sharing economy isn’t really a "sharing"  economy at all; it’s an access economy.
    Sharing is a form of social exchange that takes place among people known to each other, without any profit. Sharing is an established practice, and dominates particular aspects of our life, such as within the family.【B7】_______________Rather, consumers are paying to access someone else’s goods or services for a
    particular period of time. It is an economic exchange, and consumers are after utilitarian, rather than social, value.
    This insight—that it is an access economy rather than a sharing economy—has important implications for how companies in this space compete.【B8】_____________Companies that understand this will have a competitive advantage. For example, we are currently seeing the rise of Uber in the short-term car-ride market. Uber positions itself squarely around its pricing, reliability, and convenience. This is encapsulated in their tagline, "Better, faster and cheaper than a taxi." In comparison, Lyft, which offers an almost identical service, positions itself as friendly ("We’re your friend with a car"), and as a community ("Greet your driver with a fistbump"). Lyft has not seen nearly the same amount of growth as Uber, and a contributing reason is because they are putting too much emphasis on consumers’ desire to "share" with each other.
    Consumers think about access differently than they think about ownership. And most of our best practices in marketing are built upon an ownership model.【B9】________________However, when consumers are able to access a wide variety of brands at any given moment, like driving a BMW one day and a Toyota Prius the next day, they don’t necessarily feel that one brand is more "them" than another, and they do not connect to the brands in the same closely-binding, identity building fashion. They would rather sample a variety of identities which they can discard when they want. Thus, trying to foster a community of consumers around an access economy brand is rarely successful.
    The access economy is changing the structure of a variety of industries, and a new understanding of the consumer is needed to drive successful business models. A successful business model in the access economy will not be based on community, however, as a sharing orientation does not accurately depict the benefits consumers hope to receive.【B10】________________
    [A]   By sharing and collectively consuming the household space of the home, family members establish a communal identity. When "sharing" is market-mediated—when a company is an intermediary between consumers who don’t know each other—it is no longer sharing at all.
    [B]   In the advertising and marketing world, brand community has become a term used to encompass a brand’s customers, fans and advocates. Having a strong and loyal brand community can turn a small brand into a success if it is nurtured and appreciated properly.
    [C]  It indicates that consumers are more interested in lower costs and convenience than they are in fostering social relationships with the company or other consumers.
    [D]   Recent research on Zipcar  demonstrates this  point.  When  consumers  use the  world’s  leading  car sharing service they don’t feel any of the reciprocal obligations that arise when sharing with one an-other.
    [E]  For example, being a part of a brand community is important to consumers for many products and services that they own, as they represent who they are, and consumers appreciate being able to share identity building practices with like-minded others.
    [F]  It has disrupted mature industries, such as hotels and automotives, by providing consumers with convenient and cost efficient access to resources without the financial, emotional, or social burdens of ownership.
    [G]  So it is important to highlight the benefits that access provides in contrast to the disadvantages of ownership and sharing. These benefits consist of convenient and cost-effective access to valued re-sources, flexibility, and freedom from the financial, social, and emotional obligations embedded in ownership and sharing.
【B8】
选项
答案C
解析 空格前指出这一观点(与其说这是一种分享型经济，不如说是渠道型经济)对公司有重要的启示作用。空格后提到明白此理的公司会有竞争优势，并通过优步和莱特的对比加以说明。C中的indicates承接上文，继续阐述空格前所说的启示作用是什么，而C也是空格后this所指代的对象。再者，C提到的“消费者更看重便捷划算的服务和产品”与空格后优步的例子相对应．而“不太关注与公司或其他消费者建立社交关系”则对应莱特的例子；两个例子对比的结果也证实了C的说法。故最终确定本题选C。
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