CAJ | 학술논문

对甘肃省河西地区232家中小企业进行实地调研，并进一步利用所收集到的相关数据进行归纳分析发现，河西地区中小企业经营者对企业营销道德的认知仍然处于相对较低的水平，而市场竞争的巨大压力又迫使企业在实践中履行营销道德，导致其实践相对走在了认知的前面；河西地区中小企业经营者对营销道德内涵的认知与西方企业营销道德的内涵维度相比，存在六个相似的维度，同时也存在不同之处；77%的被调研企业表示，企业营销道德与其营销绩效之间存在正相关关系。基于此，为更好地提高企业营销道德认知水平与践行力度，理论界应加大企业营销道德理论研究力度；通过正面引导和社会监督来增强企业践行营销道德的意识；建立道德营销的制度体系，加强道德文化建设。
대감숙성하서지구232가중소기업진행실지조연，병진일보이용소수집도적상관수거진행귀납분석발현，하서지구중소기업경영자대기업영소도덕적인지잉연처우상대교저적수평，이시장경쟁적거대압력우박사기업재실천중리행영소도덕，도치기실천상대주재료인지적전면；하서지구중소기업경영자대영소도덕내함적인지여서방기업영소도덕적내함유도상비，존재륙개상사적유도，동시야존재불동지처；77%적피조연기업표시，기업영소도덕여기영소적효지간존재정상관관계。기우차，위경호지제고기업영소도덕인지수평여천행력도，이론계응가대기업영소도덕이론연구력도；통과정면인도화사회감독래증강기업천행영소도덕적의식；건립도덕영소적제도체계，가강도덕문화건설。
By investigating 232 SMEs in Hexi area in Gansu Province and analyzing the data collected,the authors find out that ethics cognition of Hexi SME operators is still in a relatively low level,and they are pushed to fulfill marketing ethics in practice by enormous pressure of market competition,so the cognition lagged behind the practice. Compared to enterprises in western countries,in terms of marketing ethics connotations,there are some similarities in six dimensions and also some differences. 77% of the investigated SMEs believe that there is a positive correlation between marketing ethics and marketing performance. Based on the above analysis,to better promote the level of marketing ethics connotations,the scholars should strengthen theoretical research on businesses marketing ethics,enhance businesses' consciousness to practice marketing ethics by positive guidance and social supervision,establish the institutional system of ethics marketing,and strengthen ethics culture.