Abstract
With the rise of global carbon regulation, cross-border requirements from all parts of society and shifts in the digital economy, exporting companies should no longer prioritize short-term profit and must build a long-term marketing and communication plan to promote sustainable development. Sustainable marketing communication is to open up long-term exchanges of information with foreign buyers, regulatory authorities and the local public in accordance with ESG standards for environment, society and governance. Taking Chinese manufacturing export enterprises as the subjects of this paper, it is put forward that stakeholder theory and a PDCA cycle management framework can be combined to study the connection between sustainable communication layout and the reform of enterprise operation management. Based on industry data and comparisons of traditional and green export enterprises, three ways of standardising sustainable communication that can promote operational reform have been put forward in this paper; among them, greenwashing in communication, dispersed internal management and cross-cultural information misalignment are the main obstacles, and integrated reform plans for the construction of communication systems, organisational restructuring and full-chain optimisation have been proposed. Based on the above studies, it is expected that systematic sustainable communication will motivate export enterprises to advance in supply chain greening, flat organisational structure, data-driven operation, etc., in order to strengthen the stability of long-term overseas orders and cross-border compliance. The above conclusions provide some reference for the practical management of export enterprises in carrying out operational reform in accordance with the new rules for sustainable trade.