Inclusion Criteria:

          1. Prior informed consent

          2. Advanced stage HCC/ Barcelona Clinic Liver Cancer(BCLC) C stage

          3. Confirmed Diagnosis of HCC:

               1. Cirrhotic subjects: Clinical diagnosis by Asian Pacific Association for the Study
                  of the Liver(AASLD) criteria.

               2. Non-cirrhotic subjects: for subjects without cirrhosis, histological or
                  cytological confirmation is mandatory

               3. Documentation of original biopsy for diagnosis is acceptable

          4. Child Pugh class A without ascites or hepatic encephalopathy

          5. Eastern Cooperative Oncology Group(ECOG) Performance Status of 0-1

          6. At least one uni-dimensional lesion measurable by CT-scan or MRI according to the
             RECIST, mRECIST and EASL criteria,respectively

               1. single lesion>5cm

               2. 2-3 lesions, at least one lesion>3cm if more than 4 lesions, no limitation of the
                  tumor size, but the sum of size of all tumor lesions should be less than 50% of
                  liver parenchyma.

          7. Male or female subjects ≥ 18 years of age

          8. Ability to swallow oral medications

          9. Life expectancy of at least 12 weeks

         10. Both men and women enrolled in this trial must use adequate barrier birth control
             measures during the course of the trial and 4 weeks after the completion of trial

         11. Adequate bone marrow, liver and renal function as assessed by central lab by means of
             the following laboratory requirements from samples within 7 days prior to
             randomization:

               1. Hemoglobin > 9.0 g/dl

               2. Absolute neutrophil count (ANC) >1,500/mm3

               3. Platelet count≥50x109/L

               4. ALB≥28g/L

               5. Total bilirubin < 2 mg/dL

               6. Alanine aminotransferase(ALT) and aspartate aminotransferase(AST) < 5 x upper
                  limit of normal

               7. Blood urea nitrogen(BUN) and creatinine < 1.5 x upper limit of normal

               8. International normalized ratio(INR) < 1.7, or prothrombin time（PT） < 4 seconds
                  above control

        Exclusion Criteria:

          1. Diffuse HCC or tumor burden ≥50% of liver parenchyma

          2. Main portal vein obstruction, vascular invasion in hepatic vein or inferior vena cava

          3. Presence of metastasis in biliary tract,brain or bone

          4. Poor blood supply for the liver tumor lesions; poor blood supply refers that the tumor
             lesions fail to show obvious contrast uptake in the arterial phase and washout in
             venous or late phases by CT scan or MRI

          5. Any contraindications for hepatic embolization procedures:

               1. Known hepatofugal blood flow

               2. Known porto-systemic shunt

               3. Renal failure / insufficiency requiring hemo-or peritoneal dialysis

          6. Target lesions having previously been treated with local therapy such as resection of
             HCC, radiofrequency ablation (RFA), percutaneous ethanol injection (PEI)

          7. Other molecular target drugs ongoing or completed < 4 weeks prior to the baseline scan

          8. Prior transarterial embolization or systemic chemotherapy

          9. Any ≥ CTC adverse events(AEs) grade 2 acute toxic effects of any prior local treatment

         10. Patients with untreated varices or active bleeding

         11. History of cardiac disease:

               1. Congestive heart failure >New York Heart Association (NYHA) class 2

               2. Uncontrolled hypertension

         12. Known history of HIV infection

         13. Active clinically serious infections (> grade 2 NCI-CTCAE Version 3.0), except for
             Hepatitis B virus(HBV) and hepatitis C virus(HCV) infection

         14. Clinically significant gastrointestinal bleeding within 4 weeks prior to start of
             study drug

         15. Thrombotic or embolic events such as cerebrovascular accident (including transient
             ischemic attacks), deep vein thrombosis or pulmonary embolism within the 6 months
             prior to the first dose of study drug

         16. Previous or concurrent cancer that is distinct in primary site or histology from HCC.
             Any cancer curatively treated >3 years prior to entry is permitted

         17. Any contraindication for sorafenib or doxorubicin administration

         18. Pregnant or breast-feeding subjects

         19. Any disease(within 6 months of randomization)which could affect the evaluation of the
             study drug

         20. Any condition that is unstable or could jeopardize the safety of the subject and their
             compliance in the study

         21. Major surgery within 4 weeks prior to start of study drug (e.g. thoracolaparotomy is
             not allowed, but noninvasive surgery, e.g. biopsy, is allowed)

         22. Autologous bone marrow transplant or stem cell rescue within 1 year prior to start of
             study drug

         23. History of organ allograft