The social gender theory has become the important tool and approach for the analysis of gender inequality. Though the equality between men and women is generally accepted, some enterprises have gender discrimination in terms of recruitment, assessment and pro-motion of marketing staff, and advertising and product strategy in the marketing activities. In order to achieve gender equality, the enter-prises should not only emphasize the natural sex, but also focus on the social gender;not only consider the natural sex to evaluate value of women, but also pay more attention to social gender and promote gender equality awareness. The government should integrate gender con-sciousness according to the relevant policies and regulations, eliminate gender discrimination and promote gender equality consciousness through the mass media. As the main participants of the market economic activities, the enterprises should enhance social gender con-sciousness and promote the development of gender equality.%社会性别理论已经成为分析性别不平等现象的重要工具和方法，虽然男女平等已被普遍接受，但有些企业在营销人员的招聘、评价及晋升方面，企业广告及产品策略等营销活动中仍然存在性别歧视的现象。为实现性别平等，企业不能只强调自然性别，也要关注社会性别，不能仅考虑自然性别来评价女性价值，更应该重视社会性别，提升性别平等意识。我国也应从相关政策、法规等方面融入社会性别意识，消除性别歧视，并通过大众媒体宣传性别平等意识，企业作为市场经济活动的主要参与者，更应该提升社会性别意识，促进性别平等发展。
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