The article examines the substantive characteristics of the concept of “quality”, the quality management model in accordance with the cycle of continuous improvement and the justification on this basis of a set of principles for enterprise quality management. It established that quality understood as a process of continuous improvement, a way of doing business in Ukraine, when it is necessary to be better in relation to others, and not just to have products of better quality. Modern practice of trade relations includes the customer checking and assessing the supplier’s existing quality management system, which considered by the customer as an additional guarantee of the stability of the quality of supplies. In this sense, the quality system must comply with the international standards ISO 9000. The quality pyramid presented in accordance with quality standards and consumer properties: quality, enterprise quality, work quality, product quality. Key aspects of quality presented in accordance with international experience. It established that the main role and responsibility in the quality management system belongs to the top management of the enterprise, for which it is important to involve each employee in work on quality issues and carry out activities to improve the qualifications of personnel. To solve the problem of ensuring the quality of products (services), it is necessary to purposefully manage the process of formation and quality, taking into account a set of interrelated technical, organizational, economic, and social factors. It proven that effective quality management based on Edward Deming's cycle of continuous improvement, when the emphasis is not on increasing profits, but on constantly improving the quality of products and services. The set of quality principles formed by foreign scientists studied. Modern principles of quality management, which are basic and comprehensive customer-oriented rules, selected and described.