Abstract: 【Purpose/significance】This paper puts forward challenges (legal risk) to personal information protection in the context of big data utilization. The existing legislation in the personal information protection field needs to be improved. Analysing the current problems and influencing factors refers to personal information protection law would help to perfect personal information protection and conduct corresponding countermeasures.【Method/process】Based on the situation of personal information protection in China, un⁃der the background of big data, this paper find out problems within protection and utilization of personal data in China, this paper digs deep into the influential factors of personal information protection, and gain insights from corresponding countermeasures for each in⁃fluential factor.【Result/conclusion】This paper suggests that the improvement of personal information protection depends on multiple ways and multi-dimensions regarding previous analysis, such as increasing investment(government budget) in personal information protection, clarifying the boundary between personal information and privacy, improving identifiable elements, and reshaping the prin⁃ciple of informed consent【. Innovation/limitation】This paper is a macro research on the influencing factors and countermeasures of per⁃sonal information protection in the era of big data in China, which needs to be further analysed at the micro level.