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中文摘要：
黄牛党的行为是市场经济活动中的一种投机行为，黄牛党行为的目标是利益最大化。商场黄牛党通过满足消费者的变现等方面的需求来获取利益。消费者基于消费效用最大化的目标实施消费行为，面对商场繁杂的促销形式会依据机会成本、边际效用递减规律等原理选择与黄牛党进行交易。
英文摘要：
Scalping is a kind of speculative behavior among the activities under market economy, the aim of which is to maximize the benefit. Scalpers gain their profits by satisfying the consumers＂ demand for real cash. Consumers carry out their consumption activities under the law of maximizing the utilities of consumption. Confronted with the complicated forms of sales promotions conducted by sellers, consumers will trade with scalpers under the rules of opportunity cost, diminishing marginal utility and other theories.
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