Abstract: In the view of complex adaptive system (CAS) theory, the behavioral patterns for a publishing enterprise in China to select its growth way are analyzed. It is shown that there are three growth strategies to be selected, namely, independent development-oriented, the dynamic imitation, and innovation emerging ones. Then, based on the Swarm simulation platform, a multi-agent simulation model for competitive growth strategy selection of publishing enterprises in the incomplete competition market environment is developed. This is done by agent description, behavior rule setting, market environment simulation, and genetic algorithm. With this model, by simulation, it indicates that the growth of a publishing enterprise's market undergoes three phases: normal product competition, innovation emerging competition, and dynamic imitating competition phases. Based on the results, the growth strategy selection is proposed for different phases.

Key words: publishing enterprise, complex adaptive system (CAS) theory, strategy selection, multi-agent modeling, swarm simulation