PURPOSE: A macroblock unit bit rate control method of H.264/AVC(Advanced Video Coding) is provided to prevent exhaustion of a target bit during frame encoding through an adaptive decision about a quantization parameter by using the number of macroblocks with the target bit of a negative number in a previous frame. CONSTITUTION: A weight value is acquired as the number of macroblocks on decision of a quantization parameter. A remaining target bit amount in a previous frame is a negative number in the macroblock. A quantization step size is acquired by using the weight value(502). A limit range comparing with the number of macroblocks which are not encoded is set(503). The limit range and the remaining target bit amount are compared(504). If the remaining target bit amount is smaller than the limit range, a corresponding quantization parameter is decided highly(505).
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