Abstract
The advent of the big data era has opened up unprecedented quantifiable dimensions for all walks of life, while also presented many opportunities and challenges. The widespread application of big data in the field of education will inevitably promote the innovation and transformation of the higher education in colleges and universities which introduce new opportunities and challenges to personalized education in colleges and universities. How to promote the in-depth integration of big data and higher education to meet the needs of students' personalized development is one of the hot topics in the theoretical field today. In view of this, this article starts with explaining the connotation of personalized education in colleges and universities, analyzes the opportunities and challenges faced by personalized education in colleges and universities under the context of big data, and proposes the ideas of innovating personalized education in colleges and universities under the comntext of big data.