The personal information rights in big data is a new group-self rights border problem. Since the ownership of personal information cannot be clear, absolute and complete, privatization and socialization of personal information are both unacceptable, thus, the multi-level ownership is the only choice. In multi-level rights structure, the national government has the ultimate control rights, organizations such as enterprises can use personal information reasonably and positively, while personal privacy and liberty should be guaranteed. As to the rights implementation, there should be a process of rights embedment, while specific rights arrangement will depend on its context and conditions. The specific ways of embedding rights are as follows: keeping rights embedment, public goods rights embedment, commercial rights embedment, investigative rights embedment, and political rights embedment, etc.