for /f "tokens=*" %i in ('dir /a-d /s /b *.jpg') do ren "%i" "花花%~nxi"
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@echo off
rem 批量添加标记
rem 用法：将图片目录拖放到批处理文件图标上
rem 下载exiv2：http://www.exiv2.org/exiv2-0.25-win.zip
rem 复制 exiv2.exe libexpat.dll 到 C:\Windows\system32（或设置路径，见下）
rem set 设置, add 增加, del 删除, 可以连用多个 -M 选项

chcp 936
rem path %ProgramFiles(x86)%\exiv2;%PATH%
set tag=花花

pushd "%~f1" || echo 目录不存在 && goto :eof
echo %cd%
for /f "tokens=*" %%i in ('dir /a-d /s /b *.jpg') do exiv2 -M"add Iptc.Application2.Keywords %tag%" "%%i"
popd
echo 修改完毕。
pause
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1>1/* :
@echo off& setlocal enabledelayedexpansion
::设置标记
set "tab=花花"
echo;%tab%|cscript -nologo -e:jscript "%~0"
::/s处理当前目录及其子目录的图片，去掉则只处理当前目录的图片
for /f "delims=" %%a in ('dir /a-d /s /b *.jpg') do exiv2 -m $tab.txt "%%a"
del $tab.txt
echo;标记完成&ping -n 2 0 >nul&exit/b
*/

//测试了下，exiv2 脚本文件需是无BOM的UTF-8编码
var tab = WScript.StdIn.ReadLine();
var strCharset = "utf-8";
var stm1 = new ActiveXObject('ADODB.Stream');
stm1.Mode = 3;
stm1.Type = 2;
stm1.Charset = strCharset;
stm1.Open();
stm1.WriteText("set Xmp.dc.subject "+tab);
stm1.Position = 3;
var stm2 = new ActiveXObject('ADODB.Stream');
stm2.Mode = 3;
stm2.Type = 1;
stm2.Open();
stm1.CopyTo(stm2);
stm2.SaveToFile("$tab.txt",2);
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exiftool -overwrite_original "-XPKeywords=测试标记" *.jpg
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exiftool -overwrite_original "-XPKeywords<=标记.txt" *.jpg
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@echo off
set Keywords=测试标记
echo %Keywords% | win_iconv -f gbk -t utf-8 > 标记.txt
exiftool -overwrite_original "-XPKeywords<=标记.txt" *.jpg
pause
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@echo off
set Keywords=测试标记
echo %Keywords% | win_iconv -f gbk -t utf-8 | exiftool -overwrite_original "-XPKeywords<=-" *.jpg
pause
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@echo off
set Keywords=花花
set jpg目录="d:\test"
echo %Keywords% ^
    | win_iconv -f gbk -t utf-8 ^
    | exiftool -overwrite_original "-XPKeywords<=-" -r -ext .jpg -ext .jpeg %jpg目录%
pause
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• win_iconv.exe -- http://pan.baidu.com/s/1gdhcoYB
  
• exiftool.exe -- http://pan.baidu.com/s/1kTGfXfp