Temperature dependent photoluminescence of ZnO nanorods synthesized by hydrothermal method is studied. According to fifteen photoluminescent curves which were measured from 78 K to 288 K with an interval of 15 K, peak energy of exciton emissions, integral intensity of exciton emission peaks and integral intensity of deep-level emission peaks as a function of temperature were studied. The experimental data were fitted by Bose-Einstein relation and thermal activation function. By fitting, some important parameters were obtained and compared, such as the Einstein temperature for the excitons, the thermal activation energy of excitons or deep-level defects etc.