Abstract This paper applies the computational experimental method to simulate the process of supply chain alliance, discusses agent's behavior strategy of the supply chain alliance members, and studies how the product complexity and capabilities of core enterprise effect on strategy selection. The results show that the core enterprise prefers to allies the single upstream or downstream enterprises when the product' complexity is increasing. However, when product complexity is beyond a certain value, the core enterprise prefers to choose the allying strategy of the upstream and downstream enterprises. Moreover, higher the ability of the core enterprise is, the lower of its alliance willingness is, which provides a reference for the enterprise supply chain alliance.
2013, Vol. 10 
