【LAVAZZA拉瓦萨是哪个国家的品牌？】

跨越一整世纪的LAVAZZA，有浓厚的意大利传统家族色彩，代代相传、绵延孳长。开创人LuigiLavazza是一位天生的商业好手，毕生致力于咖啡的经营，在咖啡的国度里，是一个相当传奇的人物，1895年LuigiLavazza以26000里拉(约20元美金)，在北意大利的旧商区Torino，买下一个小杂货店Paissaolivero，这便是LAVAZZA王国的种子，在那个时代里，杂货店兼具着生产者和零售商的双重角色，LuigiLavazza自己购买生豆，再应顾客委托烘焙各式符合客户口味的咖啡，由于高度的兴趣，很快的他就掌握了烘焙过程中每个深层的技巧，第一次世界大战后，他的三个儿子Mario、Beppe、Pericle相继退伍并加入，LuigiLavazza也得以有余力将零售更发展为批发商，而在咖啡王国的道路上，跨出成功的一大步。

然而，就在才开始起步，眼看市场充满无限商机时，国际情势又起了变化，第二次世界大战爆发，意大利受到国际同盟的抵制，所有物资都无法进入意大利，整个意大利咖啡市场也几乎停摆，但在困难的环境中，Lavazza却未放弃惨淡经营的咖啡事业，终于战后，他硕果仅存，一支独秀主宰了意大利咖啡市场。60年代初期，Lavazza更首先采用真空包装的技术，保存了研磨咖啡的新鲜，此举不仅急速扩张了他原有的生产线，更在SettinoTorimese又开发了另一条更大的生产线，为了应付不同客户的订单，Lavazza不断的推出更新的口味、不同的包装，建立越见蓬勃的咖啡市场。70年代末期，Lavazza推出一支非常成功广告:"Themoreyoudrinkitdown,themoreitpickyouup"这朗朗上口的广告，让Lavazza藉以进入整个欧洲市场，正式成为跨国企业，1982年，LAVAZZA在法国成立了第一家海外分公司，紧接着德、英、奥、美、加也相继设立分公司，年产量已经超过100,000公吨，成为全球最大的咖啡商。

1996年，Lavazza的研发部门发展了一项极尖端科技的革命性产Espressopoint，此举让咖啡馆的经营变成每一个人都能实现的梦想，办公室也不再是二流咖啡的殖民地，让Lavazza的营业额顿增加了35%，再创高峰，年产量更达400,000公吨。

Lavazza已是全球咖啡的代言人，无可取代的领导者，在意大利有75%的人为他着迷，占有全世界45%的市场，无疑的，他已经成为本世纪一个最成功的商业典范。

英文翻译：Lavazza, which spans the whole century, has a strong traditional Italian family color, and has been passed down from generation to generation. Luigi Lavazza, the founder, is a natural business expert who devoted his whole life to the management of coffee. In the country of coffee, he is quite a legend. In 1895, Luigi Lavazza bought paissaolivero, a small grocery store in Torino, an old business district of northern Italy, for 26000 lira (about $20). This is the seed of Lavazza kingdom. In that era, grocery stores had a life Luigi Lavazza purchases raw beans by himself and bakes all kinds of coffee according to customer's taste on behalf of the customer. Because of his high interest, he soon mastered every deep skill in the baking process. After the first World War, his three sons Mario, Beppe and perfect successively retired and joined in, and Luigi Lavazza has spare no effort to retail More developed as a wholesaler, and on the road of the coffee Kingdom, a big success step. However, just at the beginning, when the market was full of infinite business opportunities, the international situation changed again. The Second World War broke out, Italy was boycotted by the international alliance, all materials could not enter Italy, and the whole Italian coffee market almost stopped. However, in the difficult environment, Lavazza did not give up the poor coffee business. Finally, after the war, he was successful The only thing left is a single show dominating the Italian coffee market. In the early 1960s, Lavazza first used the vacuum packaging technology to preserve the freshness of ground coffee, which not only expanded its original production line rapidly, but also developed another larger production line in settino torimese. In order to cope with the orders of different customers, Lavazza constantly launched new tastes, different packaging, and established a booming coffee market. In the late 1970s, Lavazza launched a very successful advertisement: "the more you think down, the more it pickyouup", which made Lavazza enter the whole European market and officially become a multinational enterprise. In 1982, Lavazza established its first overseas branch in France, followed by Germany, Britain, Austria, the United States and Canada, with an annual output of over 100, 000 metric tons, becoming the world's largest coffee maker. In 1996, the R & D Department of Lavazza developed a revolutionary espressopoint, which is an extremely cutting-edge technology, which makes the operation of the coffee shop become a dream that everyone can realize. The office is no longer a colony of second-class coffee, which increases the turnover of Lavazza by 35%, and sets a new peak, with an annual output of 400000 metric tons. Lavazza has become the spokesperson of global coffee and an irreplaceable leader. 75% of people in Italy are fascinated by him and occupy 45% of the world's market. Undoubtedly, he has become the most successful business model in this century.

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