A self-adapting code rate distribution method of video image macro-block level is provided. The method carries out analysis processing in units of macro blocks, a bit distribution model which combines bits number of a macro block level with the macro block energy is used, so that the bit distribution of each macro block is combined with the macro block energy, in which the macro block energy is obtained through extracting and abstracting the macro block characters. The above model can primely combine the code rate control arithmetic with the nature character of the image, then the accuracy of the code rate control can be improved, the code quality can be controlled at the same time, and the quality change in space of the image can be smoothed, the image subjective quality can be improved.