This article presents an efficient rate control scheme for H.264/AVC video coding in low bit rate environment. In the proposed scheme, an improved rate-distortion (RD) model by both analytical and empirical approaches is developed. It involves an enhanced mean absolute difference estimating method and a more rate-robust distortion model. Based on this RD model, an efficient macroblock-layer rate control scheme for H.264/AVC video coding is proposed. Experimental results show that this model encodes video sequences with higher peak signal-to-noise ratio gains and generates bit stream closer to the target rate.