Abstract: Marketing risk evaluation is a method of assessing risk possibility and risk lost level. The FA-BD model is constructed based on the optimized and improved design of A-FA in this article after analyzing the essential attributes of marketing risk index with Blind Number theory and Degree of Membership Function. The methods applied in this model are coordinated and complementary, which could take full advantages of each one, and fully consider the effects of various factors on the evaluation accuracy of marketing risk index, improving the scientificity and accuracy of marketing risk evaluation.

Key words: marketing risk, FA-BD model, Degree of Membership Function, Blind Number