本研究旨在建置綠色行銷創新發展之危機預警模型，首先探討綠色消費、綠色供應鏈、行銷成本、顧客開發、顧客忠誠程度等五方面之文獻奠定理論基礎，發展專家問卷偵測危機因子五大構面22個項目，輔以分析層級法進行研究與探討，找出危機因子隱含之風險及問題，進而建置綠色行銷創新發展之危機預警模型，有效發展綠色行銷創新發展之危機管理策略。 This paper focused on building the crisis prevention model for the innovation development of green marketing. Firstly, we reviewed literatures on the green consumption, green supply chain, marketing cost, customer development and customer loyalty. Secondl
