Boat paint?

I will be starting to redo a flat bottom boat, and one of the main things I want to do is repaint it. I will be doing a camo pattern so it can be used during duck season. My questions is where or what paint do I use that is a good quality paint? Last year I painted another flat bottom and really like the way the camo came out. I used the stuff you buy at fleet farm. The color is nice, but it is not durable. The littlest rubbing from equipment rubs the paint right off. But the factory paint that came on one of my other flat bottoms is pretty rugged, and actually has to be scratched by something sharp to come off. I know prep is a huge part so any suggestions on specific primers would be helpful. What pain out there is going to last?? Keep in mind I need dull colors that will have minimal glare. Thanks for your thoughts!