In H.264/AVC, if each block is quantized with a adaptive quantization parameter(QP) regardless of the characteristics of a block, it could be the deterioration of the picture quality. In this paper, an adaptive block-based QP selection method is proposed in order to improve picture quality by utilizing the bit amounts of the zigzag-scanned integer transform coefficients of the neighboring blocks and changing the QP value in the current block. The proposed method works in the same way as the encoder and decoder without transmitting the change of QP value to the decoder side. The experimental results show that the proposed method achieves a gain of about $0.1sim0.3dB$ compared with H.264/AVC.