As information continues to expand and uncertainty intensifies, traditional three-way decision methods in multi-criteria environments often appear inadequate when dealing with ranking problems. Most traditional three-way decision methods usually rely on subjective concepts or require decision-makers to specify probability parameters when constructing scheme descriptions, which leads to high subjectivity of the methods. Based on this background, this paper proposes an optimization-based three-way decision model for multi-criteria ranking strategy considering intuitionistic fuzzy concept, with the aim of mitigating the excessive subjectivity observed in most of the three-way decision methods. Firstly, a scheme-oriented intuitionistic fuzzy concept is defined to represent the decision-maker's fuzzy perception and selection of the scheme. Then, using the scheme-oriented intuitionistic fuzzy concept and the classic description of candidate schemes obtained through intuitionistic fuzzy c-means clustering algorithm, this paper provides a new method for estimating the conditional probability of the schemes that is not limited by parameter settings. Secondly, combining the scheme-oriented intuitionistic fuzzy concept and intuitionistic fuzzy information table, a new risk loss function is proposed, which is suitable for decision problems under intuitionistic fuzzy environment. Then, based on three-way decision model formulated using an optimization-based approach, an objective new ranking strategy is constructed. In addition, numerical analysis, comparative analysis, and parameter analysis are used to validate the rationality and feasibility of the presented ranking strategy. Finally, through quantitative analysis of multiple datasets and qualitative analysis of several ranking models, the operability of the new ranking strategy is verified.