The exploration of unconventional reservoirs such as oil shale has become a focus of research in the oil/gas industry, but due to the diversity of lithology and structural complexity of shale reservoirs, the study of their rock physics laws is a challenge. By analyzing the physical, lithologic, and fluid characteristics of oil shale reservoirs in the Mahu area of Xinjiang, China, we adopted a variety of effective-medium theories to carry out rock physics modeling. We analyzed the differences in the calculation results of various theoretical models, and finally constructed a set of rock physics modeling processes suitable for oil shale reservoirs. The analysis shows that the calculation results of Voigt-Reuss-Hill (VRH) and Hashin-Shtrikman (HS) average for mixed mineral matrix are very similar, but there are certain differences between the upper and lower bounds calculated by them. The upper and lower bounds of HS average are closer than VRH average. We used the Kuster-Toksoz effective-medium, differential effective-medium (DEM), and self-consistent approximation models to construct the rock skeleton and analyzed the differences of the models. The results of the three models are almost identical, but their assumptions and limitations differ. We used DEM in the final shale model, considering the large porosity and the order of inclusion filling. According to the fracture distribution characteristics of oil shale reservoirs, we used an inclined fracture model to describe the fractures with different structural characteristics. Finally, the established shale rock physics model was used to calculate the actual logging data, and the results of elastic parameters are consistent with the measured data. Through the inversion of the fracture parameters, the inversion results are consistent with the measured results as a whole, indicating that the model has certain applicability to the simulation of oil shale reservoirs.