The equivalent resistance of the battery will change during charging in practical applications, so it is difficult to design a wireless power transfer (WPT) system with accurate constant current (CC) and constant voltage (CV) output characteristics. In addition, the WPT system efficiency is also affected by the change of equivalent resistance. Therefore, this paper studies the charging control and efficiency optimization strategy for the WPT system with dynamic loads. The WPT system with a structure of doublesided LCC compensation topology and containing controllable rectifier circuit at the secondary side is established, and the working process of full-bridge controllable rectifier circuit is analyzed. Then the output characteristics of the WPT system are analyzed. The expressions of the optimal transmission efficiency and the optimal equivalent impedance of the full-bridge rectifier are derived. The relationships between the equivalent impedance of the capacitor-filtered full-bridge controllable rectifier circuit and the phase shift angle, the charging current and the phase shift angle are also obtained. In this paper, the CC and CV charging strategies based on phase shift control of controllable rectifier circuit and efficiency optimization strategy based on dynamic equivalent impedance matching are proposed, which can improve the WPT system transmission efficiency while realizing CC and CV charging. Finally, the effectiveness of the proposed control strategy is verified by simulation and experiment. The WPT system realizes CC charging mode and CV charging mode in turn when the load resistance changes from 5 Ω to 30 Ω, and the overall efficiency is up to 90.71% at the transmission distance of 15cm. INDEX TERMS Wireless power transfer, constant current/voltage charging, efficiency optimization, phase shift control, dynamic impedance matching.