The article is devoted to the substantiation of the interdependence of quality management processes and the formation and implementation of the innovative strategy of the enterprise under the conditions of rapid changes and modern challenges of the real business environment. Definitions of quality, quality management, innovation, innovative strategy of enterprise activity in their interdependence have been studied and substantiated. General characteristics of products (goods and services) and factors affecting their quality (production, resource, economic) are systematized in order to find ways to increase the efficiency of quality management in the general management system of the enterprise. Modern quality management systems are analytically systematized, taking into account the evolutionary logic of their formation, current challenges and prospects for implementation. The main quality management systems are defined as ISO, TQM, Quality Awards, Six Sigma, Lean Manufacturing, Kaizen, Best Practices, which can be used to implement innovative enterprise strategies. The innovative strategy of the enterprise is considered from the point of view of the stages of its development and implementation. Analyzed four types of enterprise innovation strategy (proactive, active, reactive, passive) from the point of view of their content, goals, type of technological innovation, sources of knowledge, innovation costs, risks, priority quality management systems (emphasized by us), examples of real business structures. The relationship and interdependence of the totality of quality management processes based on the choice of an adaptive system of innovative development of a modern enterprise based on the development of an appropriate strategy is proven. At the same time, the importance of innovative provision of both the general strategy of the enterprise and the actual quality management process is defined.