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A new class of bilevel generalized mixed equilibrium problems involving setvalued mappings is introduced and studied in a real Banach space.By using the auxiliary principle technique,new iterative algorithms for solving the generalized mixed equilibrium problems and bilevel generalized mixed equilibrium problems involving set-valued mappings are suggested and analyzed.Existence of solutions and strong convergence of the iterative sequences generated by the algorithms are proved under quite mild conditions.The behavior of the solution set of the generalized mixed equilibrium problems and bilevel generalized mixed equilibrium problems is also discussed.These results are new and generalize some recent results in this field.