At present，Chinese enterprises are faced with the opportunity of high-end strategic change and undertake the dual tasks of upgrading organizational strength and reshaping market cognition. From the overall perspective， the key to high-end strategic change practice is to realize the evolution of enterprise value network from low to high，and finally to build a high-level value network with both strong internal comprehensive strength and high external market position， among which customer value proposition is fundamental. Therefore， from the perspective of customer value proposition， it conducted procedural grounded research on how to realize the evolution of the value network in the high-end strategic change of Feihe. The findings are as follows： in the context of high-end strategic change，the evolution of the value network is defined as “a process in which an enterprise， based on meeting high-end demands of customers，optimizes resource capability and value chain internally， and optimizes customer cognition and network status externally so that the value network level evolves from low to high level and realizes high-end market reshaping”； the evolution process is divided into stages of high-end storage，high-end leverage，and high-end leading stages，corresponding to the construction of the low-order， middle-order，and high-order value network；the evolution path is to seize the low-end market on the basis of quality， leverage the middle and high-end markets with differences as a warping board，and then reshape the high-end market with innovation； customer value proposition takes “quality-differentiation-innovation”as the core to update and promote the evolution of the value network，and involves four core modules （customer demand，strategic positioning，resource capability，and corporate image） and a set of processes （identifying customer value points，formulating customer value proposition， promoting customer value creation and matching，and re-measuring customer value）. It aims to enrich the theory of high-end strategic change and value network evolution and provide guidance for high-end practice.