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.