As an important material and political foundation of socialism with Chinese characteristics, the marketing innovation of state-owned enterprises under the guidance of the new development philosophy can not only enhance their overall competitiveness, but also help promote high-quality economic and social development in the new era. This paper explores the marketing innovation paths of Huaihe Energy Holding Group Co., Ltd., a typical large-scale state-owned enterprise. It is found that it has promoted all-round marketing innovation and strengthened its own core competitiveness through the following approaches, such as focusing on the innovative development and renewing marketing strategies, the multi-party value via coordinated growth, the green development via energy conservation and emission reduction, the double-win cooperation via the opening-up strategy, and highlighting responsibilities via shared development. On this basis, this paper centers on the innovative marketing paths of large-scale state-owned enterprises guided by the concept of innovative, coordinated, green, open and shared development, thereby, expounding Chinese wisdom and solutions in improving enterprises’ core competitiveness in the new era.