When starting a fuel cell, valves are operated such that a heat exchange medium flows from a circulation pump through a heating-time bypass duct to a heater and the fuel cell, and the heat exchange medium is heated by the heater. Consequently, the fuel cell can be heated up efficiently and rapidly. When a heating device is driven during operation of the fuel cell, the valves are operated such that the heat exchange medium flows from the circulation pump to the fuel cell, the heater and the heat exchanger in this order. If the amount of heat required for the heating device cannot obtained from the heat generated by the fuel cell, the heater heats the heat exchange medium so as to remedy a deficiency in heat. As a result, the heating device can be made to function adequately. That is, the fuel cell is heated up rapidly when it is started. While the fuel cell is in operation, its temperature is confined to a suitable operational temperature range, whereby the heat generated by the fuel cell can be utilized effectively.