A vertex exchange method is proposed for solving the strongly convex quadratic program subject to the generalized simplex constraint. We conduct rigorous convergence analysis for the proposed algorithm and demonstrate its essential roles in solving some important classes of constrained convex optimization. To get a feasible initial point to execute the algorithm, we also present and analyze a highly efficient semismooth Newton method for computing the projection onto the generalized simplex. The excellent practical performance of the proposed algorithms is demonstrated by a set of extensive numerical experiments. Our theoretical and numerical results further motivate the potential applications of the considered model and the proposed algorithms.