Abstract: A new system of generalized mixed equilibrium problems (SGMEPs) involving generalized mixed variational-like inequality problems is introduced and studied in reflexive Banach spaces. A system of auxiliary generalized mixed equilibrium problems (SAGMEPs) for solving the SGMEPs is first introduced. Existence and uniqueness of the solutions to the SAGMEPs is proved under quite mild assumptions without any coercive conditions in reflexive Banach spaces. Using the auxiliary principle technique, a new iterative algorithm for solving the SGMEPs is proposed and analyzed. Strong convergence of the iterative sequences generated by the algorithm is also proved under quite mild assumptions without any coercive conditions. These results improve, unify, and generalize some recent results in this field.