Just to be sure - no Excel and QV is running, means no open files or any other instances of the tools could impact the task. Then you starts the batch-file manually - what happens? Open + reload then will be a msgbox displayed?
Some setting prevents the macro-execution. Within the script-editor in the bottom left area there are multiple buttons like Data, Functions, Variables and Properties - within the properties are also options for the execution of external programs.
Another trial would be to remove (with backup) or a renaming of the Qlikview settings.ini in: