Discussion on City Brand Image from the Perspective of Service Design Take Brand Image of Xiamen City as an Example

The relationship between service design and city image is introduced. This paper further analyzes the driving effects of service design on city brand image of Xiamen under the background of economic globalization and information era and explores the guidance of service design thought on ecological and cultural experience. The development of service design promotes the establishment of city brand image, industry pattern transformation and path innovation, referring to the inexorable trend of urban development in the innovation era. Furthermore, new cognition and emerging design philosophy play a positive role in urban development.