This paper explores the issues surrounding the right to personal data and the data property right in the context of commercial transactions involving big data, and will thus inform the ongoing drafting process of the Chinese Civil Code and development of a commercial data market in China. The analysis herein attempts to break through the traditional concept of 'property' with the aim of helping China to develop a modern information society, devise a property law theory suitable for the big data era, and improve the level of protection afforded to rights and legitimate interests in data. To date, no comprehensive study has focused on developing a proper understanding of the concept of 'data property rights', and hence we lack the solid theoretical support needed to construct a proper protective system for such rights. This paper offers the first systematic study of the rules pertaining to data property rights, thereby enriching the theory of such rights and serving as a theoretical basis for the enactment of a civil code that protects citizens' legal rights and interests in the information society. It also offers a thorough discussion of how to construct a data property protection system, thereby providing an ideal reference model for enactment of the Chinese Civil Code.