Abstract：Taking Zhejiang China Tobacco Industry Company as an example, this study conducts vertical single-case research to explore the processes and mechanisms of the digital transformation of marketing in state-owned enterprises. The study finds that: The digital transformation of marketing in state-owned enterprises is initiated with the channel management digitalization. It then sequentially promotes the digitalization of merchant management, customer relationship management and product innovation, forming a digital marketing flywheel with positive feedback, and improves the overall level of digital marketing and the brand influence; State-owned enterprises continuously promote the digital transformation of marketing by adjusting market orientation to meet the needs of high-quality development and the changes in the market policy environment; The market orientation of state-owned enterprises evolves along the path of
“plan-driven—market-driven—emphasizing on both market-driven and market-driving”, reflecting the transition of state-owned enterprises from passively responding to the market to actively leading the market, demonstrating their mission and responsibility in the new era.
王小毅，王裕舟，赵雨菡. “政府-市场”双核驱动下的国有企业营销数字化飞轮——基于浙江中烟的案例研究[J]. 管理学报, 2025, 22(4): 595-.
Zhejiang China Tobacco Industry Company. Government and Market Driven Digital Marketing Flywheel of State-Owned Enterprises: A Case Study of Zhejiang China Tobacco Industry Company. Chinese Journal of Management, 2025, 22(4): 595-.
