Abstract
Virtual Enterprise (VE) is a temporary alliance of enterprises that come together in order to better respond to cope with demand of customers. VE includes many kinds of business models in term of supply chain, such as vertical structure, horizontal structure and so on. In this study, we focus on the negotiation process in VE, and try to apply multi-agent paradigm with marketing science and game theoretic approach as its decision making mechanism in order to analyse the characteristics of several business models. We propose VE simulation models to analyse the forming dynamism of VE amongst several potential members in the negotiation domain, and finally clarify the performance of VE based business models.
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