The exergetic efficiency of heat receiver in solar thermal power system is optimized by considering the heat loss outside the receiver and fluid viscous dissipation inside the receiver. The physical models of heat loss and pumping power consumption for solar heat receiver are first proposed, and associated exergetic efficiency is further induced. As the flow velocity rises, the pumping power consumption and heat absorption efficiency significantly rises, and the maximum absorption efficiency and optimal incident energy flux also increase. Along the flow direction of solar receiver, the exergy flux increment and the flow exergy loss almost linearly increase, while the exergetic efficiency varies very slowly at high flow velocity. According to the exergetic efficiency loss from flow viscou's dissipation, the exergetic efficiency of solar heat receiver will first increase and then decrease with the flow velocity. Because of the coupling effects of heat absorption efficiency and exergetic efficiency from fluid internal energy, the exergetic efficiency of solar heat receiver will approach to the maximum at proper inlet temperature. As a result, the exergetic efficiency of solar heat receiver will reach the maximum at optimal inlet temperature, incident energy flux and flow velocity. (c) 2012 Elsevier Ltd. All rights reserved.