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The problem of the optimization model constructing of industrial enterprise innovation potential development for improving their ability to implement competitive strategies has been actualized. The expediency of the value theory basic provisions using for this has been substantiated. The gist and functional assignment of the enterprise innovative potential from the standpoint of value-oriented approach have been considered. It has been argued that the main criterion of the optimal option choosing from possible alternatives of innovation potential development should be maximization of the company's ability to create consumer values in the context of selected competitive strategies. Technological and cognitive components of consumer value in connection with structural elements of the enterprise innovative potential have been highlighted. The optimization model for managing the industrial enterprise innovative potential development has been built adhering to the value-oriented approach. As the tools of practical implementation of this model the methods of expert evaluation and analysis of hierarchies that are used to assess the probable risks of decision-making have been determine.