The Systematic Construction of Regional Public Brands for Agricultural Products and Innovation of Agricultural, Cultural, and Tourism Experiences Driven by Service Design-A Case Study of the "Fozizhenguo" Brand

The rural revitalization strategy and the development of "Internet + Agriculture" provide significant opportunities for the construction of regional public brands for agricultural products, but they also face common challenges such as low added value, severe homogenization, and short industrial chains.This paper uses Fozizhuang Township in Fangshan District, Beijing, as a case study to apply service design thinking to the systematic construction and agricultural-cultural-tourism experience innovation around the "Fozizhenguo" brand.The research analyzes user needs through the KANO model and employs tools such as user journey maps and service blueprints to analyze and optimize brand touchpoints, exploring a brand integration path centered on user experience, and constructing the Fozizhenguo brand system, with the aim of providing a reference for brand construction in similar regions.