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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.
【B9】
选项
答案E
解析 空格前首先指出消费者对渠道的认识与对所有权的认识有所不同，接着讲述很多最好的市场实践都建立在所有权模式之中。空格后谈到当消费者有渠道获取许多品牌时，便不再通过与名牌的联系来构建身份，而是想要去体验更多品牌，然后随心弃之；这与空格前提出的消费者对渠道(access)的认识相对应，其中的However说明空格后的这一情形与空格处的不一样，推测空格处可能是讲消费者对所有权的认识。E谈到消费者与品牌社群紧密联系，构建身份的问题，既对应了空格前提到的消费者对所有权(owner ship)的认识的问题，又与空格后的情形相反，与However表现的逻辑相吻合，过渡自然，语义衔接，故为答案。
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